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I flew first class the other day. I don't usually. I found myself startled -- and not pleasantly so -- when the flight attended used my name when asking whether I might like something to drink.

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You know your name is on your ticket right?

Yeah - once you're on the plane there's really no need for your image, because you're virtually guaranteed to be in the seat you're assigned to (especially in business class and above), at least until you've taken off.

BA actually issue their senior cabin crew with iPads, both to digitise various pieces of paperwork but also to allow them to get more direct access to things like seating plans and passenger manifests, allowing them to welcome people by name, etc etc.

Yeah, of course. I wasn't shocked that they could find my name, only that they would -- that doesn't happen in steerage.

They, now, do the same thing at some fast food restaurants to create a more personalized customer experience. It always gives me the creeps. I wonder if this is going to be a generational division. Perhaps, the up and coming generation will expect everyone to already know who they are.

Fast food restaurants where? Do they know you because you are a frequent customer or are they doing something else?

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