Knowledge@Wharton offers us a scholarly (ahem) defense of pop-ups in “Darn Those Pop-Up Ads! They’re Maddening, But Do They Work?”

“E-commerce experts at Wharton and elsewhere say pop-ups are not universally loathed and irrevocably worthless.”

Question: Does something have to be “universally loathed and irrevocably worthless” before we say it might not be the best way to communicate with potential customers?