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they are serious, this is some of what i have read about it
"But there's a catch to the e-mail. Hoping to turn a profit from the service - dubbed Gmail - privately held Google has programmed its computers to dissect the topics being discussed in the e-mails and then deliver text-based ads related to the subjects.
For instance, an e-mail from one friend to another discussing an upcoming concert might prompt Google to include an advertising link from a ticketing agency."
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:-)
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