ETrade ran 3 or 4 Superbowl ads with their "trading babies." Granted, I do not 'get' much of the rationale behind marketing, but this is just stupid. Is there some magical quality of "trading babies" that ETrade thinks will earn them customers? Or is it just such a hideous ad campaign that they figure anyone talking about it (like I am) is deemed good publicity by their PR flacks? At $3M per spot, that's a lot of cash to spend on brand recognition, and one as idiotic as that one, too. *shrug* I just don't get it.