dontbother said "if you made it through this article, you are a stupid victim of an unimaginative advertising scheme." Wow, ease up salty! This is no different than the ads on the pages of almost every published magazine, the commercials between segments of the news, or the billboards on the way to some far off destination. Stupid is being offended or surprised they're there. Stupid is also the advertiser that thinks anyone is paying attention to the ads in the first place. Stupid is hardly anybody that made it to page seven of the article and didn't feel victimized by Popular Science.