I experienced this already in February:

I responded in writing via post to a paper letter sent to me by Lufthansa.
The reply that letter came via the e-mail associated with my M&M account, even though I did not indicate an e-mail in the letter.

I suppose I should be thankful they sent the reply to my private e-mail instead of some silly on-line post box, but if I accept such treatment, my expectations will have been successfully managed downwards.

Kind of sad, really.
I already pay a premium to fly Lufthansa (and thereby receive some benefits from my (middling) elite status), although with the attention to service details I have experienced lately, the premium I will pay will continue to shrink. In the short term such little changes are not so relevant, but over time, little service details DO make a difference, especially when the service cuts continue to accumulate (do airlines think we are so stupid that we really don't notice.

IME, the people who don't understand the details of good service are the same ones who wonder one day where all of the customers have gone...and complain about irrational (or even unethical) competition.