If anyone is ever struggling to translate that most idiomatic of british phrases, "taking the piss," this is pretty much a perfect example of one of its meaning

If anyone is ever struggling to translate that most idiomatic of british phrases, "taking the piss," this is pretty much a perfect example of one of its meanings. EDIT: to expand on this, I don't see this as an attempt at humour through "cuteness," it comes across as sledgehammer-irony mocking the corporate world's shift towards conversational marketing since the 90s. Customers know that corporations aren't really that personally interested in them as a person, they can't be because of their scale. This is obvious. So I see this email as a nudge-wink from CDbaby to the customer, it allows them the benefits of conversational marketing without the downsides, because irony allows them to both "say it" and "not say it" at the same time. Savvy.