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I have been a fan of the idea of RSS for a while... I think it will be a good thing to market to those people who are sick of the pushy email newsletters but would still like to be informed.
One of the beauties of the internet (if you are a marketer) is the trackability of all things electronic...it was seen as a conn for both email and RSS, so it is just something the end user will have to accept...either that or it may spawn some 3rd party pricay programs to lower the trackability.
I still think RSS has a long way to go and will take some large adoption by the software companies to create something both effective and usable, so that people like my dad may end up subscribing to RSS feeds.