As an aside, I once received a rejection letter from a big publisher saying "the prose hyperventilates a bit" which I took as a massive compliment.
Direct response can be obnoxious at times...and it should be. However, the style can be toned down while using all the tactics. Here's a link to a great podcast from Will Swayne about this subject.
I was writing content today with the volume at 11. The conversation in the copy was between a big-time Internet marketer and people he wants to subscribe to a website. His emails are really loud. However, I wrote copy last week for a client who wants direct response copy but very much toned down.