For years I've believed that these types of sites should be running ads for brand awareness, not clicks. Drink Coke, drive a Toyota, eat at Chilis, go see Iron Man in theaters now! Those are the proper ads. On TV, there is no direct response (besides the "call now" commercials). Yet anyone advertising on the web demands clicks. Why is this so hard-wired in the brains of advertisers? This confounded me five years ago, and it still confounds me today. Some ads should simply serve as billboards, nothing more.