Popular wisdom says it's a big red flag when a company says they're like a family, but I disagree. I don't think it's alarming or worth attention, I think it's just background noise.
Nobody really means it, and nobody thinks about it, it's just a collection of nice-sounding words that we're all supposed to say. If there's any emotion behind it, it's the same cursory emotion that goes into buying a wedding card that says “heartfelt congratulations” for someone you barely know.
Thus ends my shower thought on this subject.