Dear [[blog-reader's name]]:
When it first started arising, in the 60s and 70s, everybody thought it was so cute and clever that computers could call us by name. Some programs even started by asking for your name, only to print "Hi, Bob!" to seem friendly in some way.
And of course a million companies were sold mailing list management tools to print form letters, filling in the name of the recipient and other attributes in varous places to make the letter seem personal. And again, it was cute in its way.