>> I don't think they expect that 100% of people watching the adverts will
>> go out and buy something they otherwise wouldn't! Some will though, and
>> that's the value of them.
>
> The other day I was reading various stories about people who actually
> fell for the Nigerian banker scam. I mean, seriously, WTF? How dumb
> would you have to be? I am utterly mystified...

http://news.bbc.co.uk/1/hi/business/8490275.stm

And the beauty of email is that it's almost free to send out as many 
copies as you want, you you just send out millions and no matter how 
obvious it is some people are bound to respond.

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