Along with Blah Blah Blah, my other (least) favorite type of writing is Barney Blah aka "we love you, you love us, let's be friends" copy. While only slightly better than talking to yourself (or looking in the mirror), Barney Blah also lacks the essential conversational engagement element you describe above. Customers don't make decisions based on how an organization appears its own mirror (Blah, Blah, Blah) or whether the organization is as nice and friendly as a purple dinosaur named Barney.