Not everyone is pleased with the fee that companies like AOL and Yahoo are planning to implement for the luxury of sending out mass e-mails. To the tune of 1/4 to 1 cent each, certain companies aren't willing to pay that, varied as much as political groups like and the Gun Owners of America. The idea of a token system where e-mails are subject to spam filters unless a fee is paid is controversial, since many people don't wish to get the e-mails at all in the first place regardless of how legit the company is. Regardless, the plan is one step towards reducing spam advertisement, or at least making sure that someone gets paid if advertising is done (though I doubt AOL plans to cut you a check).