Personally I really like this - shows the human side to a company rather than the standard corporate spiel you receive on normal shipping notices. Agreed it co

Personally I really like this - shows the human side to a company rather than the standard corporate spiel you receive on normal shipping notices. Agreed it could become tiresome 2nd, 3rd, 4th etc time but if they added some detection as to whether you were a first time customer - it could sway someone (such as me) to at least take notice they are that little bit different and if I received the product in a timely fashion it may prompt me to choose them again over another company. Would be something worthy of an A/B test at least - corporate vs non corporate.