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I think a little discretion would be nice on the part of anyone sending anything "adult" to anyone they don't know personally. Most companies are really cool about it and have changed their mailings when presented with their lack of discretion by their customers. But, some just don't get it. Sometimes, you have to yell a lot to get their attention.
I don't think they are stupid or uncaring. I just believe that enough people haven't spoken up to make sending adult materials through the mail in an identifiable media a significant concern. Perhaps the problem should be addressed as a "best practice" for the industry.
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