I do address pax by name, only because BA want me to do it but I don't like it. It's an American thing and it's not natural.
Personally, and I may be old fashioned, but I come from an old well-known English family (Grandad was rather famous!) and am known by a lot of staff in some branches of John Lewis. Their staff call me by name and it makes me cringe with embarrassment - I wish to hell they would stop doing it!
Indeed, on more than one occasion I have shopped elsewhere because I don't want the embarrassment of being fawned over! Americans may love it, but for an eccentric English gentleman it just isn't on!
I am given to understand Germans, Austrians and Swiss find being addressed by name rather intimidating too! In our quaint European way, we expect to be formally introduced before we start addressing each other by name!