Those who are inclined to complain, will do so over a variety of platforms, this will then seem to to have increased the percentage of complaints made. More and more people are being told that if you complain, your are more likely to get a discount (in the terms of a purchase) or at least the possibility of compensation (as you have an early recording of a complaint that can be escalated later if necessary)
There are always going to be some people who will find offence at anything and the portrail of mental health in the media is improving slightly. Jon Richardson (the comedian) did a documentary about living with OCD and was almost apologetic near the end as he met people with diagnosed OCD and he was trying to say how difficult he found managing what he perceived to be his OCD although this wasn't diagnosed. Yet it has clearly been impacting on his life otherwise he wouldn't be mentioning it.
Yes, he is able to get up on stage and laugh about it and deal with it better than those who have actually been diagnosed and yes, as a comedian that is his job, so maybe he exaggerates, but his family amd friends have witnessed his intricacies and tendencies and feel that he is controlled by them to a certain degree. But to live with a severe OCD must be extremely difficult for those who have been diagnosed.