The Backlash: Measured and Formalized

Think back to what has been covered so far. A set of basic points that connect past experiences with email, online media, and traditional media to the present state of the social web emerges:

• The genie is out of the bottle: Consumers and their thought-leading advocates recognize that they own their inbox, their attention, and by extension (rightly or wrongly) the Internet itself.
• Online, people are annoyed with spam and with pop-ups. Spillover happened, and advertising in general got caught in the fray.
• Offline, people are now looking around asking, “What other interruptive advertising bothers me?” The Do Not Call list was implemented as a result.