And gimmicky. Using ads are one thing. I've gotten good at ignoring them. But requiring my attention? Well that is crap. Using the technical term.
I don't like to tag companies with "evil." Because a lot of what people like to refer to as "evil" is really just companies opting for the interests of the shareholder over someone else. And companies exist to serve the shareholders; otherwise this nutty thing that we can an economy collapses completely. I understand unpopular decisions in the interest of shareholders. Anyhoo.
So this technology ain't evil. But if it's used, it's really, really sucky.
Apple's PR department announces that the patent was filed to keep the technology out of the hands of someone truly evil in 3....2....1.