Seems that Michelle is so used to pop-ups that she closes them without even looking at them.  It's actually a problem with advertisement in general. The more you try to get people's attention, the more likely they are to look away.  There are so many ads that they just become a lot of white noise and people don't look at them anymore.  So many people jump on every new thing that you need to be quick to get people's attention before the field becomes crowded and you're lost in a sea of me too's.