“In times gone by, you would get to know your village shopkeeper and they would get to know you. You’d have a friendly exchange and buy the things you need for your family. Once in a while they would say something like “I’ve got in some more of that hot chocolate you like, if you’ve run out.” It would be hard to take offense at that exchange. Sure, it’s salesmanship, but it’s useful to you — it’s potentially going to create a great experience for you. So, therefore, you don’t mind.
The difference that context makes is huge. It is no longer blindly selling to anyone that will listen. It is proposing a useful service that the customer is likely to want or need — so everyone benefits.”