So, having a senior Shell manager as a mate, I can say this is under review.
The real reason they need to see your face is that petrol can only be purchased by someone over 16 years - so, just like selling booze or fags, the garage can get a substantial fine if they authorise the pump to an under 16.
A mandate was issued by Shell HQ that all motorcyclists should show their face. The manager that signed this off was not satisfied that someone riding a bike has to by law be over 16 years. Their paranoia was that someone breaking the law might buy petrol leading to fines and loss of licence plus bad publicity.
It seems that this has had an unexpected backlash and employees are complaining about dealing with hostile motorcyclists. Petrol stations have a high staff turnover of staff anyway and this is a contributing factor.
So, in the new year, said friend has been tasked with reviewing their policy to a) comply with the law so that staff & businesses won't cop a fine b) keep customers happy c) keep staff happy.