it's like how when companies (in general) first started setting up call-center software that would automatically pull up caller ID-customer information on received calls, they would make it so that when you called up the customer service center, the customer support representative would answer the phone "Hello, Denise!"

And they realized people got INCREDIBLY creeped out about it and they stopped, even though as soon as you called from your home phone they knew perfectly well who you were and actually it saved time; when they were just saying "Hello, Denise," they were cutting out all that tedious "and could you spell your name" that they didn't actually need because of the caller ID tie-ins to the software.

It's a psychological thing.