Why Do Small Businesses Try To Market Like The Big Boys?

Why is it that even in this Internet age, many small businesses are making every effort to pretend that they are big? It doesn’t make sense to me when everybody online is looking for low cost, reasonable quality products and services that can only be supplied by a tiny business with tiny overheads? It doesn’t make sense to me when most folks online are looking for the personal touch from a one-man-show or one-woman-show enterprise that cares enough to do small things that make a huge difference like send flowers to thank a client for their business.