I was a Creative back when you still got to go to Cupertino for training (was there soon before Steve passed), and they invested a lot into the role. Even FRS when it rolled out required a fair amount of actual training and knowledge.
Once Expert rolled out and I saw the direction it was headed, they started focusing more on basic group sessions than One to One, and Creatives spent as much time churning phone swaps at the GB as we did training, the writing was kind of on the wall. I've only been in a store a handful of times since and usually just for pickup, but it seems to me it's all about volume now.
Genuinely saddens me.