Why does friendliness(particularly American) creep me out?

Ok this may offend people. But I think distance is respect. It doesn't patronise people. It's not cloying. It makes them feel comfortable. So I guess why I'm uncomofortable with friendliness, I find it cloying. The Americans think Brits are being 'superior'. To me it's just about what is comfortable. American friendliness can seem false and makes me uncomfortable. How do you all feel about this issue?