When and why did all reminders become "friendly"?

Seriously. If you're offended by a reminder, you have a problem. But even so - if you're offended by a reminder, the fact that said reminder specifies that it is "friendly" will not change a damn thing. I personally would cringe and mumble something along the lines of "yeah, sure, friendly, bite me" under my breath.

Maybe it's just me - or scratch that, it clearly is just me -, but why can't we all just say what the hell it is we mean without fear of causing a freaking tragedy?