There’s human inaction and there’s human interaction. From a strict business point of view, the former doesn’t make money while the latter is the key to successful marketing. Most websites can do better with some live action. When visitors come visiting, let there be a
Between any two companies that offer more or less the same thing, it’s often customer support, of the fact that you (as a potential customer) know the company well enough, or when the company itself is pro-active (on social media or through any other means).