The usage of 様{さま} (-sama) honorific I've always heard that is a highly respectful honorific, being used to refer to lords, kings and deities. However, many times I hear people calling someone with , without sarcasm or irony, being that person of no high authority, like the emperor or someone else. Additionally, the customers are called **** {} **[]{}** , i.e. double honorifics. Maybe that would be the reason to why it's said that " _the Japanese treat their customers as if they_ " (the customers) " _were gods_ ". Now, or the Japanese give a highly exaggerated respect to those "normal people" (maybe some kind of "idolatry"?), or I misunderstood completely what means. So what is the proper use and real meaning of the honorific?

As you said, in the past days, the honorific "" was used to refer lords, princes, princesses, etc. (But not for kings! "" is used and only used to refer kings() and kings' family in Japan.)

However, after the lords thing disappeared from Japan, the honorific "" became a much more daily used word now.

Just that simple as you found in the site, "" is the formal version of "".

To refer a person in business situation, it's very common to use "" in contemporary Japanese.

Also, in city halls or hospitals, they are also using "" for citizens/patients.

Different meaning/nuance, in different age. This may be the answer you are looking for.