"Dear Siby" that's how most emails i receive start. Those two words makes it seem like somebody is talking to me directly . No, i don't feel all warm inside (ok..may be a little) because Amazon knows my name and wants my opinion about their services, but that's what that little tiny bit of personalization is supposed to do. But when a simple mistake like the one you see in the screen grab happens, it does affect you. Yep, you're just a name in a database that we send millions of emails to. We didn't even care enough to check if we got your name right. Serves you right for being such a Prime pansy!