I recently received a US Postal Service direct mailer on variable data printing (VDP). It's a nice piece. It had my name all over it, very personable. The only thing: Iwas bothered by a bit of the copy. The last line read, "As a large business looking for new ways to appeal to customers, personalization may be the exciting new temptation you're looking for." Irun a small business, but still the question begs: As marketing pros, do we look for "new temptations" to reel our customers in?