I like to call this trend "Flanders Computing" -- where developers and designers increasingly create obnoxiously friendly websites and apps that treat you as if they're your diddly-doodly buddy-ol-pal.
A recent Windows 10 install told me "We're happy you're here!" Who exactly is "we" and why are they trying to be all buddy-buddy so soon? I assume the market research told them that this was the best start screen, but good grief is all the wiggly-wobbly buddy-ol-pal stuff so friggin annoying. It's like forced intimacy that can't be reciprocated, which feels weird.