A few days ago I celebrated my birthday. During the day, I received several birthday wishes through different media. This included several e-mails from both friends and different companies. Getting greetings is something I appreciate, but what is the point of getting auto generated greetings? This comes down to what the meaning of sending a greeting to someone is. Essentially the sender is showing friendliness and respect. However, I always had trouble appreciating greetings from a machine and found these kinds of greetings to be an illusion. Clearly no one is actually greeting you, it’s simply a scheduled job fully automated and executed by a machine like any other automated task. Two of the auto-generated messages I received were even identically since both companies happen to use the same e-mail provider. This strengthens the feeling of ‘industrialized’ greetings. The only plus is that sometimes these auto-generated birthday greetings will contain a coupon code or link to some special offer or gift even though this was not the case this year.