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I just got a promo letter from well known U.S. TV provider, and it's in Russian - perhaps "clever customization" but they completely missed the mark :)
Ironically I am thinking of switching my cable provider, and I would be interested to see what they have to offer if the promo was in English - now the letter is going straight into garbage.
There are of course different attitudes to deciding which people should be added to such a database. One attitude is to add anybody where even just one single known factor suggests that they may actually belong there.
In the electronic age there is very little waste involved in adding too many people to a database.
Years ago I had a friend last name of Mai. She routinely got sales calls in Asian languages - and she was definitely not asian. And this was pre-internet, so the techniques not new.