IMHO whether or not this is creepy depends a great deal on past experiences with the same company, whether or not I have built up a relationship of trust with t

IMHO whether or not this is creepy depends a great deal on past experiences with the same company, whether or not I have built up a relationship of trust with them, and have come to expect (based on experience, not advertising) good service that respects me as a passenger and genuinely values my experience as much as how much more profit they can squeeze out of me. Hence, if anyone from Lufthansa/Austrian/Eurowings, or the ground staff at Heathrow T2 used my name, acknowledged my birthday or otherwise used the personal information that I already know they have about me, I would probably be quite pleased and delighted. The trust I already have in that brand would increase. Exactly the same behaviour from anyone connected with Stansted/Gatwick/BA/Ryanair/Easyjet would likely make me feel angry and invaded because all those companies already make me feel like a target, not a guest. So my negative trust would go further into the red.