I don't know. I would assume that since it's all on computers now they have very real and tangible data saying that this stuff works better. Otherwise I imagine that they'd go back to the less flashy. Remember, the target demographic for most advertising is dumber people than you.
Consumer blocking mechanisms always lag behind annoying advertising. We were putting up with obnoxious pop-ups for a goodly while before there was a mainstream way to make them vanish.
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