I thought I was the only one bored of those "friendly" company that use cool expressions to talk about themselves (ex : "we kick ass at what we're doing, woot!", "no more boring meeting! yay!").

I don't want to be friend with a company or a product, I just want it to look pro in what they are doing. Does your dentist says "I clean the crap out of your teeth! giddyup!"?

Maybe when that "we are friendly" trend will be over, the smaller companies will have access to "big" companies not because they try to sound bigger than they are but because they are pro.