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One click on the 'close' button, and it disappears. Not exactly a super difficult, time-consuming and painful experience. Myself, I've found a number of great deals on games I'd been looking to buy anyway, or had been putting off till they came on sale. Short term sales you just miss if you depend on the forgetful 'every now and then manually' method. At 50-75% off of a $30-$60 game I wanted to get anyway? Keep them ads comin', Steam!
I know it's not that much bother, but some feel as I; really disliking being the subject of targeted advertisement. Matter of fact I dislike it so much I erase all cookies every time I browse sites like youtube and I refuse to participate in social networking.
edit: I just really abhor and reject any use of my habits giving an advertiser psychological edge. It's an immediate, complete turn-off and I categorically "shut it down" any chance I notice it.
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