I would be annoyed if I got this email present-day, but in the past, in a world of online retailers trying to seem "authentic" or "legitimate" by being excessiv

I would be annoyed if I got this email present-day, but in the past, in a world of online retailers trying to seem "authentic" or "legitimate" by being excessively formal, it would have been a breath of fresh air. That the tone of your correspondence (and the little things in general) matter is a timeless message. But what exactly that tone should be is a constantly shifting matter of style/perception.