Musicians Friend, Music123, Woodwind & Brasswind and Guitar Center are all owned by the same company. In fact Musicians Friend and Music123 share the same warehouse and inventory. I'm also pretty sure that you talk to the same reps when you call in for Musicians Friend and Music123.
I've bought from Musicians Friend and Music123 in the past and had good experiences. I'm wondering if "reseller ratings" is really more about people who are unhappy going someplace to vent and people that are happy never thinking about going there? I looked up Sweetwater who I've never bought from but is known for it's great service and they're rated even lower.
I'm not saying the people complain didn't have something to complain about, but the vast majority of people I've seen on guitar forums buying things from these companies are happy.
Something else I just noticed is that companies there that have low ratings generally also have a disclaimer that the company "currently does NOT actively participate at ResellerRatings to monitor feedback and resolve your issues", while companies who have higher ratings don't have that. I'm guessing that means if someone goes there and complains about a company that "participates", that company can do something to get the customer to retract their negative review. I'm not sure how honest those reviews are then.
Anyway, whether someone uses the codes or not doesn't matter much to me. I just thought people might appreciate the opportunity to save some money.