Thankfully, I always use my secondary email for sites that require an email address to join. But if I start getting Nike spam, even in my secondary email, I'm going to be a very unhappy fish... Shelly

I cannot resist saying the phrase "building negative brand equity" is one of the most meaningless, corporate doubletalk, quasi-special-ed type phrases I've heard to date. It enforces my opinion that no real scholarship is done in 'business schools'. And whatever purported scholar authored said study is more likely to toss his own feces than to say something meaningful. How does one build negative equity? That doesn't even make sense. But I digress...... If you mean it makes you not want to buy the crap I agree. I will never buy honey oat cheerios. They can shove them into their greedy capitalist orifices. But saying things like "building negative equity", that's coined by people who want to sound like they know something....but who were actually strangled by their mother's placenta. As for the ads, I think my firewall / virus software disables them......

I am not a computer geek so my knowledge on this subject is limited. I downloaded the free Yahoo Toolbar last year. It has a zapper on it that makes a noise when it blocks an ad - reminds me of a flyswatter killing flies. It does a good job. What is really annoying is the ads that cover up what you are reading. You have to sit there and let it go through its thing because there is no x box to kill it. I have found this mainly on newspaper sites. The Yahoo zapper doesn't kill those. I call them popovers! The forum is so slooooooooow to come up under iVillage. Also, it frequently 'forgets' me and I have to log in again. Sometimes I have to wade through all those things I never use like my page, my want list, etc. before I can get to the actual forum. I agree that Spike did a better job. Walter Moores

It weeds out MOST of the pop-up ads but not all. You can't go anywhere without ads anymore. They are experimenting with one that mounts to the shopping cart and plays ads as you go by, there are sensors that trigger the ads. I can just see me now beating the shopping cart and yelling at it. I'll buy a lot less cause I'll refuse to use the carts. What about those ads that play constantly on little TV screens at the gas station? And the latest? Ads on the laptrays on planes!! That's just going way to far. Well, no the ads in bathrooms went too far. Let me pee in peace please. Tally HO!