Importance of tone of voice in eCommerce

I am a big fan of moo.com printing service. Aside their products are great, I love how they communicate with me. Here is an example of a confirmation email I got. It is very rarely these emails make you smile, but "litlle moo" will :-)

I'm Little MOO - the bit of software that will be 
managing your order with moo.com. 

It will shortly be sent to Big MOO, our print 
machine who will print it for you in the next few days. 

I'll let you know when it's done and on its way to you.

Remember, I'm just a bit of software.

So, if you have any questions regarding your order please 
first read our Frequently Asked Questions at:

http://www.moo.com/help/faq/

and if you're still not sure, contact 
Customer Service (who are real people)

how cute that is! Try it at moo.com