Nothings wrong with them, just sometimes it can feel like you've ordered from a robot. And they can take a little while to get things sorted if they fail or need replacing.
Tarty, heatsink, selectbikes etc have always put little stickers or sweets in with the product. Todge's fixed tensioner had a hand signed thank you slip in the box.
Chain reaction is more large scale, so obviously doing that for every order is less efficient. You'll get your product and an invoice, and you'll get it fast. But it just lacks that human touch i guess.