The idea is simple. The reason I don’t want paper advertising is that it generates a lot to be thrown away. From this I got the idea that for electronic advertising email maybe the delete part could be made into a feature. The idea is then that serious companies could make life easier for people by adding a code to their emails that tells the mail server when to delete or hide their message. For instance how long the mail should reside on the server if it has not been viewed. Here the reason could be that the mail is advertising some low prices that is only valid for a week or so.