Happy talk: fluff and often self-congratulatory promotional talk usually intended to be friendly but generally just getting in the way of people trying to get a job done. On the web, and to be honest most places, happy talk must die.
Happy talk must die is a gem from Steve Krug's legendary book on usability Don't Make me Think. Here's an excerpt on happy talk.
Also in Don't make me think: Omit needless words
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