Great article, thanks Duncan.

Dark pattern? Some shade of grey at least every day!

I take advantage of Virgin Rail free 15 minutes wifi as I travel to work. Every day I have to uncheck the ‘opt into our marketing email’ as I access their network. Sooner or later I’ll miss this, start getting pushed junk mail and have to go through the process of unsubscribing. These little irritations devalue something that actually should give me a nice feeling about the brand.