The problem is you don't like the customer service/sales voice because they "pretend to be your friends".

Let me know if I didn't capture it.

I don't think people "pretend to be my friend" when they answer the phone to help me sort out of airline ticket problem. I do believe they're trained to and work to take on a "friendly" tone. Even if the motive isn't genuine, because it's trained, it's way a nicer of an experience than someone who's angry or even simply monotone. Trying to fix my $1200 plane ticket is stressful enough. Don't need the CSR to make it worse.