I can ignore those digital ads and mostly do as the vast majority of the purchases are for things I know exactly what I want. In the case of physical mail I have to take periodic physical action to empty my mailbox (and physically recycle 95% of it, which I have to indirectly pay for) or they will quit delivering the mail and mark it as vacant. I don't think they are equivalent. I wonder how many waste disposal/recycling people this subsequently helps employ along the chain if you were to add up all of the tossed junk mail for a year. We're paying for all of that.