I wonder when people are going to get it. We have been talking about "IN-vertising" for ever but NO, NO, NO. We still want to guess what the user wants. No software can tell what a user wants better than the user him/herself. I believe we should spend more time and resources providing users with services that let the user initially decide the ads they want. For me send anything that rhymes with coffee, mobility, startups and thick women. Block the other ads. If I feel like buying a car in the next few weeks, then let me pull the firefox or IE plugin and tell it to serve me a few VW Golf ads and listings. Would it be hard to build such a plugin?