Unprecedented access to information and new technologies have empowered consumers and business buyers with the ability to tune out marketing messages with ease. In most cases, when given the choice, they choose to skip these messages. Whether it's using Tivo to zap television commercials or software to block online ads and email marketing, they're sending a message to all marketers: get relevant or we'll ignore you. While the noise level of marketing messages reaches an all time high and audiences become more and more fragmented, some marketers have reacted by turning up the volume and, at times, engaging in practices with questionable ethics, while others have chosen to become more relevant.