Innocent family: not so innocent?

Innocent, purveyors of the eponymous smoothies, are playing happy families:

Hello.

We were wondering if you'd like to join the innocent family. Don't worry - it's not some weird cult. It's just our way of staying in touch with the people who drink our drinks i.e. you. Every week we'll email you our news and give you the chance to win lots of drinks. We'll also invite you to nice events like Fruitstock (our free festival) and maybe send you the odd present if you're lucky. Finally, we'll very occasionally ask you what you reckon we should do next, as we sometimes get confused.

All the practical aspects of this—engaging with customers, giving them perks, asking their opinions—are clearly great ideas, but I can't help finding the "join our smoothie-kissed happy family" thing rather creepy.

Families are groups of people bonded for life by shared bloodlines, and may be happy and harmonious, unhappy and discordant or (in very many cases) a rich mixture of both. A company, by contrast, provides products and services to customers, once or over a certain period of time, in exchange for money. Relationship exists in each case, but of a very mutually-different kind.

Innocent make great smoothies—so why don't they concentrate their marketing activities on conveying their passion for doing just that, rather than spinning us with some delusional fantasy of intimacy?