What bothers me the most about the discussion from marketers regarding the new tabbed inbox is the sense of entitlement, as if they should have some sort of rig

What bothers me the most about the discussion from marketers regarding the new tabbed inbox is the sense of entitlement, as if they should have some sort of right to not only bother me with pointless emails to try to lure me back, but also expect me to return to their app/service (after I've opened their email and brought their funnel full circle, of course). You read some of these outcries from marketers, and you'd think that Gmail decided to stuff all of these emails in the spam folder, never to be seen by anyone, ever. I'm speaking anecdotally here, but when I'm checking mail now I always tab through each inbox and review my new mail in each one. It's not as if the "promotions" or "social" inboxes have been blacklisted, I just tend to not care about the messages that end up in them (but I wouldn't care about them if they ended up in my primary inbox, either) When I actually come across an email that catches my attention from a service I find valuable, what do I do? I open it (yes, even when its in the lowly "promotions" inbox). That doesn't happen too often though, because as is astutely pointed out, most of them are bullshit emails from services that I don't care about. Again, that's just my own perspective and I'm sure there is data to suggest lower open rates/conversions etc. since the UI change, but at the end of the day, the premise remains the same. Send me a relevant email that actually captures my attention, and I will open it (regardless of what inbox it falls into).