I find this typical of the British to be honest...generally speaking we're not keen on these sorts of emotional displays. You've only got to look at the scores of people who go out of their way to avoid eye contact on the tube. I don't really have a problem with it per se...i think sincerity is obvious, and if you're not sincere yeah it can be uncomfortable but otherwise i think most adjust to it reasonably fast and at worst find it an occasional annoyance.