Hi Brad,
Thanks for reading and commenting. Always appreciated! 
As to your comment about mass marketers, I agree that is not really an accurate term. They are spammers!. My point still is that they send out mass emails with no targeting. There is a difference between marketing on mass media (TV) and "mass" marketing. Mass marketing is targeting everyone, with no segmenting at all. You can use mass media to target a certain segment of the population or even various groups as you point out. Advertisers use the main demographic for a TV program to determine who they are reaching and figure that if others watch, that is just spillover or bonus "eyeballs." That's always been the problem with advertising on mass media and why people are so eager to microtarget.

Namaste!
Deborah