When does a company get too big to communicate in a 1-to-1 manner with its customers?

Icelandic Air doesn't feel the need to present an impersonal, "commodity," look to the members of its "Lucky Fares" e-mail opt-in list.

The following is a quote from this week's e-mail newsletter: "Lucky members often tell us tales of their amazing trips to Iceland... and now we want to hear about your Iceland adventures. Drive the Golden Circle at midnight? Party like a rockstar in Reykjavik? Rescue a puffin? We want to hear from you. We'll post our favorite stories on Icelandair.com in the upcoming weeks... just think, you'll be instantly famous on the world wide web!"