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Dutch is now my main language. I rarely, almost never, use the formal "U" or "Uw". It's an archaic thing.
I notice it's still in use in government communication. I also notice it in (older) literature.
I choose to believe UwU is extra formal
I'm also Dutch and I still occasionally use it when I want to be polite to an older person I do not know very well, or to someone who is in a position where I want to show a certain form of "respect" (higher social standing?)
That is probably also why the government uses "u" in its communication. It is proper to be seen as being respectful to your citizens. And saying "jij" after "u" is less likely to offend anyone than saying "u" after "jij"
The rules are a bit vague when you are supposed to use it, and most people will go "zeg maar jij hoor" (you can say [informal] you) after you start with "u" (formal you)
In my experience many small businesses use it in written communication. Even if you just had an informal phone conversation with them, they will follow up with a formal email. GPs do it too in online written consults. I find it slightly annoying, because it forces me to consider doing the same, which I rarely do otherwise.
Sometimes younger people (strangers) address me in the formal form, even though I’m in my 30s.
Big companies usually use the informal form in their communication.
Big companies using the informal you in formal communication can be seen as a way to try to make themselves feel smaller, more approachable, more person-like than they actually are.
I'm not saying that is necessarily the reason behind it, but formal or informal you do invoke different feelings and associations when they are used.
Formal you (u) shows respect, whereas informal you (jij) is more personal and buddy-buddy.
I definitely agree about the big companies. They have style guides for this and it’s definitely about perception. However, the formal you sounds very stiff and official to me coming from people who are very friendly and informal on the phone and who are in many cases older than me. At the same time I realize that some of their clients might appreciate the formal form and they’re just using it by default instead of overthinking it.