It's the false complicity, as you rightly pointed out. Same as Pret a Manger - "We like to save the environment as much as you do. If our staff give you too many napkins, feel free to tell them off". Hideous and nasty.
Yeah that's grim. The Go Compare one takes it to a whole other level though I think - the whole thing is just so creepy
just remembered there's a thread somewhere specifically about adverts isn't there