The personal touch. Recommendations. Using your web behaviour to craft a personally tailored experience, resulting in happy customers spending more time and hopefully more money on your website.

And then this is what happened when I logged into the Hilton Honors website, in theory to book a hotel room:

Welcome to the Hilton, Mr Null, does have a certain ring to it. But if I'm going to pretend to be a celebrity and check-in under a false name, I'd like to think, even jet-lagged up to my eyeballs, I'd come up with something more imaginitive.

On the other hand, maybe they've got me sussed.