So how does reputation work now?

[Leshrac]

More balanced reputation calculation. Now you need to choose who to serve, or you can lose your 'Good' or 'Evil' reputation pretty fast. Serving everyone will keep you near 0 reputation, serving only 'Evil' customers will bring you to -100 eventually, and serving 'Good' people will bring you to +100, but much slower than before. Every customer 'skip' will cost a lot of reputation now, so be prepared to serve every person if you want to keep moving towards 100.

So I got the above text from the patch notes, and I found something contradicting in it.
It says if you serve everyone you will stay near 0 reputation. But it also says at the end that I will have to serve everyone to keep moving towards 100?
So do I read it wrong or does this seem very conflicting?

[MegaZorZ]

It should say 'You will have to serve everyone of the alignment you are working towards (+100 or -100), as refusing a customer of the opposing alignment isn't really an issue.

[Stevedored]

It hurts your popularity much more than your reputation.

[Mermidion]

Originally posted by SteveAdored:

It hurts your popularity much more than your reputation.

Yeah i think thats are real problem especially early when you want to play an evil alchemist. as it seems only one out of 5 or 6 customers is evil in the early days, so declining all other clients not only hurt your Popularity but also your coin purse.

[Clawyer]

The biggest change from what I have seen during from playing the first chapters again was that you are not set on going to 100 positive reputation no matter you actions. In earlier versions you sometimes took a small dip down from 100 to 90 but this time you really stay around net 0 if you take EVERY customer. The evil customers take away about 20 rep now.

[Jaryd]

Then my game is broken ;)
I took everyone, now I am at -100

[kacie]

Likewise, I was helping everyone, and now am having to turn people away if I don't want to slide deeper into negative reputation (now at -40).