Here is intriguing article I came across.
Small Business Branding – It’s Not “We”, It’s “Me” - by Yaro Starak

Is that all true? I think it is. I think too many people in online business refer to themselves as "we" or "us". Example I was in a support ticket once and my hosting guy refereed to himself as "we dont have that".
I thought it was strange.. Because he runs it only by himself as I far I know. I was going to ask who is "we"? Who the hell am I talking too? or your an employee?. very confusing. I recommend not to do this as the article above says. Throws a wrench into building relationships with your customers. That article above just cleared any doubts I had about that. Well I do it myself sometimes too, but I'm going to try to stop.