This is one way to look at it. The type of business Doubleclick engages in is neither efficient nor effective on most web users but it causes a pervasive wide

This is one way to look at it. The type of business Doubleclick engages in is neither efficient nor effective on most web users but it causes a pervasive wide scale annoyance to all who enounter Doublclick's tentacles. One could argue that Doubleclick (now Google) must retain a certain level of schadenfreude to pollute the web with their garbage for so long knowing that, in the main, they are only creating a nuisance for web users, not generating revenue for their customers. If a salesman has to knock on thousands of doors to find only a single buyer, there is always the chance communities close their gates to keep the salesman out. Clearly, most people living in the community are not interested in what he is selling. Is it reasonable to annoy thousands of people to find one person who will buy? Who knows? But certainly, one can expect that there will be thousands of annoyed people. Another way to look at this, especially after Google acquired Doubleclick, is that it could be the customers purchasing ads who are being deceived. It is hard to imagine that web users are deceiving Doubleclick and Google by clicking on ads and not purchasing products. Doubleclick knows most users do not click and do not purchase products/services in response to these ads. But those purchasing ads may not know this. The information asymmetry is in Google's favor. These "adnauseum" users appear to be acting out of frustration in response to the promulgation of advertising that Google knows most users are not interested in. They are not achieving any financial gain, and certainly not by deceiving others. It is easier to imagine a situation where those parties buying ads are being deceived by Doubleclick to believe that certain web advertising is more efficient, effective and reliable than it truly is. Hence the refunds. Users are entitled to click on whatever they so choose. If they become frustrated and start clicking on everything, it is hard to argue this is "fraudulent" or deceptive. They are expressing themselves honestly: they are frustrated. The possibility that users can click on anything and everything in a page presented to them has always been there; buyers of web advertising should be aware of this when engaging a web ad sales company. Leading them to believe otherwise might be deceptive or even "fraudulent".