I'm not sure I follow you about giving them 17 times that value. If I think a company is evil, that means I won't be buying their products, so if they're paying

I'm not sure I follow you about giving them 17 times that value. If I think a company is evil, that means I won't be buying their products, so if they're paying for my ad impression, that's good from my point of view because they're just throwing money away without any chance of me buying their product. (Not that the amount of money is meaningful, but still.) But yeah, the 0.xxx1% percentage was just exaggeration :P