At Walmart the customer is no longer king. The management is king and we the customer only prosper if they are treating their employees right, which is hardly ever.
Asking an associate for assistance is like a disruption to their day. I have had to go bang on associate work carts or scream "EXCUSE ME" at the top of my lungs sometimes just to get their attention. Then they give me that "what do you want?" look.
I have to use the self checkouts because cashiers are so rude it is upsetting to have to go through a line to deal with their ignorance. Even on self checkouts they still come up to me while I am checking out and treat me like I am a bother.