Publishers, I'm guessing, want to avoid SPAM without inconveniencing their customers. This idea seems to be pitching the latter (making it easy for the customer

Publishers, I'm guessing, want to avoid SPAM without inconveniencing their customers. This idea seems to be pitching the latter (making it easy for the customer) but says nothing about the former (SPAM!). Apart from the other issue of showing someone else's brand as part of a sites conversion process, I think the fact that it does not talk about the spam issue might be a concern for publisher.