Godiva bought my email address for $2.

Last night I flew from Baltimore to Nashville, and while I waited on the flight I decided to indulge in one of my favorite small luxuries – chocolate. After the total rang up, the clerk offered me 20% off my order for signing up to the email list. I bought about 20% more chocolate than I should have, so it just felt like I was getting the last couple of pieces for free. A great deal, if you ask me.

Do you think it was a good trade? Would you, in essence, pay for subscribers using a strategy like this? If so, why? And would you treat them differently than the rest of your database?