Right, and that's exactly why I've had some tell me to use we in articles and other copywriting. But it just doesn't really feel appropriate always ... if you're just one guy writing a blog, seems like you should make it sound that way. I do see the value in projecting the bigger image, but sometimes it seems like down-to-earthness can go a long ways too...

"Bigger images" go both ways - you can find yourself held to standards and prey to expectations that you don't want.

I've seen this a lot in hobby industries - guys working out of a tiny rented space in a office park find themselves wondering why their customers think they're a big company with a lot of money. This is inevitably due to their trying to look "professional", which tends to be a mingling of actual professionalism and aping the promotional styles of larger companies.