"Hello@Domain.com" Email Addresses

I've noticed an increasing trend among companies (especially smaller companies and agencies) to have a "hello@domain.com" email address as the initial point of contact. My understanding of this is that it helps to promote a friendly, human side to the address.

My question is - has there been any research done to back this up? Has anyone shown that this makes people more comfortable (and therefore more likely to get in touch), or is it simply another fad?