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Maybe it was a privacy thing? Like they don’t want to put “we shipped your ENORMOUS DILDO” in the subject and body of the email.
Or for a more reasonable example, stuff like contraceptives to people in places with repressive governments like Kansas.
They don’t want Google having access to all of the juicy customer behavior/interests and product pricing information. Any privacy benefit for end users is purely coincidental, but very welcome. Though, I’d hope anyone that cares about privacy even a little bit is staying far away Gmail and others like it.