The biggest scary part about this is that (unlike value added teacher evaluations) there is no external referent for how well you taught students. So people replace these teacher evals with them - because that is all they have. They are probably ok to answer "Is this teacher an asshole" for many courses, but will never be able to answer "how much did students learn".
But college students are not customers. That analogy needs to die. It needs to be drowned in the world’s largest bathtub. It needs a George R.R. Martin–esque bloodbath of a demise.
Legitimate research has determined that student evaluations of professors are biased, and so their “customer ratings” aren’t fair. Legitimate research also indicates that while professorial popularity and effectiveness do overlap, one does not immediately signify or correlate with the other. Further, most students don’t actually view themselves as customers, because they know how education works and actually want to get one.