My dad has been ordering green tea from a particular seller for maybe 10 years now, in part because they include a lovely little handwritten note for each order. It is absolutely comparable.
If seller A is offering the above but no handwritten note, and seller B is not offering the above at the level of seller A, but is offering a handwritten note, I will chose seller A every time.
This thread makes me think I should possibly assign negative value for a hand written note.