Alongside misleading email subjects, newsletter popups are another pervasive, perverse dark pattern. You browse a site, only to have a div take over the screen and demand your email address. Closed Tab; Didn’t Read documents the most egregious examples, and I’ve complained about them a lot here.

Sadly, not only are they more prevalent than ever, they’re evolving passive aggressive language. Simple opt-out links are now routinely tinged with language like no thanks, I don’t want to save money.

My favourite was a pet store pointed out by Confirm Shaming:

Wet food or dry? Free feeding or on a schedule? How much should you feed your cat and when? Get advice on that and more with Caster’s FREE newsletter.

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No thanks, I don’t care what my cat eats

The modern web needs a reboot.