"CD Baby loves Phil"

I had heard that CD Baby (a place that sells CD's through mail-order) was cool, but nothing had come up to get me out of my Amazon.com rut until recently. The e-mail that CD Baby sent me confirming that my order had shipped had a "from" field that said "CD Baby loves Phil", and included lines such as the following:

"Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow."

"A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing."

I thoroughly enjoyed receiving this e-mail. Libraries should do as well as this at giving their Internet-based services a personal face.