How do you deal with rude people?

A new survey reveals that MOST people will do anything to avoid conflict even if someone is rude to them. 

How do you deal with rude people.  The fact is I always think right away of poor service at a restaurant when this comes up but that's just me.  However I am NEVER rude in return to those people because they handle your food.  Ethan and I have actually talked about this a lot because my sister who was a server would still give it back to anyone who gave her poor service and his wife does it too.  I don't care how bad the service is I will never give someone who is touching my food an excuse to do me dirty if you know what I mean.