It will stop the spam that spoofs its origins because it only wants to collect live e-mail addresses, rather than sell goods.

BBC: NEWS | Technology | Spammers exploit anti-spam trap

Airline staff at head-office received an e-mail telling them to collect their belongings and go home.

BBC: Belgian national airline bankrupt

It has created virtual coupons (beenz) that people can collect when they visit Web sites and then use to make purchases--a kind of e-bribe.

FORBES: The Web Phone Evangelist

Note that the subsidiary that developed the Kindle e-Reader, Lab 126, is based in Silicon Valley but Amazon did not collect sales tax in California until September 2012.

FORBES: It's About Time Internet Retailers Collected Sales Tax