Mail Chimp's Design Personality Example

I've been a fan of the design choices for Mail Chimp's web UI and UX for years. Aesthetics and usability are part of what I respect. Their platform to create and manage email campaigns is complex, powerful, yet easy to learn. What really grabs me however is the tone and personality. For example, this.

As if to say... "Really - it's fine if you want to shut off the personality. Except you and I both know that's part of what makes this thing special".