I was just over at the local clearance outlet, looking for cheap miscellaneous stuff, and I noticed that they had a shelf full of high-school science textbooks. I flipped one open to see what the current lies-to-children flavour of the month is, and found a full-page ad for chewing gum, right there in the middle of the textbook. It didn't even have the "advertisement" small print notice that ads have in comic books. Seeing it gave me a small but possibly important insight on the spam wars: we say email spam is out of control, but that's not actually the problem. Marketing of all kinds is out of control.