A lot of people have been using this sort of upbeat, 'I'm your friend'-style marketing, with lots of cute flourishes and 'built with love' BS. I've seen it cal

A lot of people have been using this sort of upbeat, 'I'm your friend'-style marketing, with lots of cute flourishes and 'built with love' BS. I've seen it called it 'The New Sincerity' in the sense that it is supposed to be about craftsmen displaying sincere (in the sense that they believe in its 'awesomeness') enthusiasm for their work; unfortunately in the process it has been co-opted by spin doctors and marketing people, filtered down to its emotional essence (cute, happy, lies about friendship, lots of awesomeness), and then used repeatedly until the next fad comes. One of the largest examples I can think of is the hipster-y, craft aesthetic (crossed arrows are particularly overused cliche). Come to think of it I think the SF hipster clique were some of its original proponents. http://www.maximumfun.org/blog/2006/02/manifesto-for-new-sincerity.html http://www.maximumfun.org/blog/2006/02/manifesto-for-new-sin... ... notice the writer's enthusiasm