First, I apologize for the broken links. This was an older article that i refreshed due to the constatn questions about this. I guess it gets down to this for me. Should marketing be about what people hate? There are always exceptions, but generally people hate gated content. They hate pop-ups. They hate spam, and yet these are the most popular tools of the trade. I think companies would be better served by not being so lazy and doubling down on what customers love.