[brokentone]

I've worked primarily on the publisher side and observed such advertisements, but where to point the finger can be really difficult. There are so many affected parties here.

Should Yahoo be held at fault by the consumer? What does that even mean, a boycott? Does Yahoo have a direct relationship with these scammers, or how many connections away are they? Is this a network or programatic placement? Do discovery magazine and CNN go after this company for trademark issues? Does this former homeless man go after them for endorsement issues? Does it even have a US point of presence at all?