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I think that at this point, whenever someone tells us that we, or something we value, is important to them, we can safely consider it an insult, they are just giving the middle finger to us.

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My favourite example of how making a statement intended to seem to soften the message ends up coming across as an insult are the automated "we're sorry for the inconvenience" messages at UK train stations when there's a delay. Every time I hear one, my immediate inner monologue is "no you're not - if you were actually sorry someone would deliver the message manually, and sound a bit embarrassed".

If you've gone to the trouble of automating an apology, I'll instantly assume they don't care, and be insulted that they think we're dumb enough to fall for it.

The thing I have never really understood; is why countries outside of the EU; pay the slightest bit of attention to these EU directives.

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