There's a paradox here, right? On the one hand, it is common to talk about building relation- ships and loyalty with the tools of direct marketing. On the other hand, it is also true that direct marketing tools such as spam, and telephone interruptions at home during dinner are constant irritants. How does one build relationships with irritants? In your opinion, when is it realistic to think that the tools of direct marketing could be used to build long-term relationships with customers?