I always get a kick out of the "family owned business line". It's supposed to conjure up quaint and feel good thoughts about how your local resident is providing a service for a community that they are a part of, and so they'd never fuck YOU over right??? Yeah well, you know who else runs a "family owned business?" The fucking Walton family

Maybe because the idea of the family gives off a sort of homey, kind feeling. Nepotism gives off the feeling of princes and royalty and elitism.