Is popup advertising fair to the consumer?

[Arthur Dent]

.however, the successul pop-up advertisers use it for brand identity. To make users aware, and not to get someone to click-thrus.

Reminds me of one of the "best" pop-ups I saw. It was for the movie "13 Ghosts". It appeared on a few movie sites. Right after the page loaded, this dark ghost just started popping up all over the screen and then stayed in the middle with the name of the movie under it and then disappeared completely. The whole thing took about ten seconds and disappeared on its own. Fun the first time, annoying as shit every other time I saw it.