But really, how often does the customer actually see the courier? If I have stuff delivered to the office, the receptionist signs for it and drops it off to me. If I have stuff delivered at home, my building's concierge signs for it and I pick it up when I get home. I can't remember the last time I gave any thought to the courier.

I see this becoming more like China -- which has a truly impressive courier system. There there is no branding or uniforms for the most part. Just guys on scooters who ring up and drop off your package. It works great.