KK - agreed totally, but superstitials can be built with a tiny little x in the top corner so those who have seen it will eventually know how to close it straight away
we are conditioned to pick up the remote to change the channel and we are conditioned to clicking X on a console (or alt f4 repeatedly if its one of silvercash's consoles) ... but despite that these are annoying & we've figured out a way around them, both of these forms of advertising still work
the point is that the impact outweighs the hassle 10 fold ...
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