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Isn't personal preference the entire point, though? If the aforementioned German aunt is offended enough by how a company addresses her, she might stop doing business with them. That's a loss for the company and is something they might want to think about. (Or maybe not, but who knows.)

It got a lot more common during Covid, the social distancing rules in Supermarkets etc. were often written with the informal "Du", I guess to foster a sense of community and "we're all in this together".

I have a personal preference for wearing clothes in public. I think people would rather that was respected, certainly in my case.