“Google’s insertion of unsolicited ads directly into inboxes is made possible, paradoxically, by its success in otherwise eliminating them. Google has essentially conquered spam, which was once predicted to be the death of e-mail: less than one per cent of all spam in Gmail reaches an inbox. It could not stuff its own ads in the box if it had not already cleared the space.”
Jon L.’s response: I’ve been using Gmail since it appeared 9 years ago, and while I’m aware Google uses the service to render ads, I never notice them. I’m no more likely to notice them in my inbox, especially if they’re in a box categorized as “promotions.” (All I see in there now, incidentally, is stuff I signed up for).
I’m getting this incredibly sophisticated, spam-free and flexible email system for free; if the cost of that is receipt of a few barely visible ads, I’m certainly not going to quibble. So to Matt Buchanan’s question whether the ads are “too invasive,” I would say no.