Because what constitutes personal and friendly is context dependent and highly variable from one person to another. Neutral is often the right way to go. What

Because what constitutes personal and friendly is context dependent and highly variable from one person to another. Neutral is often the right way to go. What kind of language should the American Cancer Society use? What about the Department of Justice? How about an industrial farming equipment manufacturer? What some would find amusing, some would find a waste of time and frustrating, and some would find insulting or offensive. That's fine when your target market is pretty much on the same page about that stuff. Just go after them and offend all the others. But it's not as good when that market is not. With certain types of businesses, the target market is easier to cluster around some style choices. With other types, either the market or the subject-matter doesn't lend itself to friendly and personal. In general, the writing across the board for this stuff could be BETTER but that's not the same thing as it being more personal and more friendly. That link to Epic below shows some good copywriting that's not either, but it's clear and forceful and just the right tone.