I don´t think it´s wise to complain of double standards in Thailand (though I don´t deny this exists).
First of all, FACE is just a different cultural code, which we as foreigners and guests should simply be sensitive to.
In most "Western" countries, in particular with Protestant background, people value much more honesty and reliability. We simply hate to be lied at (I certainly do).
But then how often do I see Westerners being rude and disrespectful when they believe they are just being "honest" and "open" .......................?
Smile, one of the biggest complaints I hear from the Thai LBs and GGs is that we all lie, I'd be hard pressed to agree about being Protestant and more honest, because although we are mostly honest there are many areas we simply dont consider as needing honesty, how may times does a farang in LOS say "Yes I call you", "Yes I see you tomorrow" etc we have no intention of doing either but consider answering honestly as having the potential to cause conflict or upset the other person. (I am very careful never to tell a Thai or most Asian that I'll call or see them unless I'm a 100% sure I will.)
To the reference to FACE I think the objection is that many Bar workers and Thai's simply twist face to extract cash so in essence trying to be sensitive will see you stripped of cash. I do 100% agree that as foreigners we should be aware of the differences with a culture and at least try and make some effort to learn about the differences.
For those who want a quick list of items around being sensitive.
Never touch a Thai with your foot
Never point with your feet
Only ever touch your GF or a Child on the top of the head
Thai's tend to be very conservative they DO NOT appreciate seeing your naked chest/gut when walking down the street
Try to smile (When that vendor keeps walking past a simple meow krap and a smile will see them return less often. A nasty "NO" will see them coming back time and again to pull your chain and make you look foolish.)
Shouting will get you nowhere