Because of the excessive noise I wear earplugs when I'm in a supermarket, and I do most of my shopping at Wally World (Walmart). The loud speaker is just that, LOUD, and then there are babies crying and children screaming because they want something they can't have. Then the announcements over the loud speaker blast your ears off your head unless you're deaf. I assume that the reason it's called a "loud speaker" is because it is LOUD.