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... and thus, very scary.
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If everybody used ZoneAlarm it would stop all this until the adware types found away around it. But I think the privacy people and the adware people have entered into a war much like the makers of radar detectors and the makers of radar guns have been in for the last 25 years.
It's hard to exaggerate how much this changes everything. Before adware networks, if I wanted to advertise to visitors of the Hun's site I had to pay him. Now, if I want to buy space on a pop ups being launched by one of these spyware marketing firms, I just tell them the demographic I want and how many. If it's 18-34 year old males and I want 5 million impressions, a million of them might get popped to surfers visiting the Hun's page, but he doesn't get a dime. The entire dynamic the web has been based on so far, i.e.: build a site, generate traffic and sell to it, has been short circuited.