Here's a curious fact. I've seen independent research today that suggests direct mailshots from marketers - by which I mean hard copy - is well and truly down in numbers, while e-mail marketing spend is increasing dramatically. I wasn't in a position to take notes so I won't attempt to remember the exact figures and get it wrong but you get the idea.

This excludes spam, of course. This includes only items into which people have deliberately opted.

I do wonder, though, just how clearly the general public will understand the distinction. Many readers will be technologists in their professional lives and I'm going to ask you to set that to one side. If you've been on the Net at home for any number of years, though, how many lists have you signed up to - and can you remember them all?

I have no doubt the company I was talking to had every intention of keeping its lists clean and would pursue this rigorously. But the scope for consumers (as distinct from businesses) becoming disillusioned with the amount of sales mail they're receiving, which they'll identify as spam even when it isn't, is considerable.