Ads on the cell phone?

I just read an article on msn.com about advertising companies sending ads to cell phones via Bluetooth.

My first thoughts were completely negative. Cell phones are the only devices people have that they DONT get bombarded by ads on ... why would we want that?

But then I read further on. It says that each user would have to accept to get the ad ... much like downloading a file.

This MIGHT seem okay ...

Then I read further on. The ad comes from a signal from some form of Bluetooth billboard or ad display. This means that you'll get ads from places that are nearby.

Okay, THIS sounds kinda cool ...

Say you're walking by a record store. If you choose to receive the files, you could get pop ups of new releases or upcoming artist happening NOW ... Or maybe you're walking by a Macy's, you'll get a quick file telling you of sales going on in the store that you may not have known about by just walking by ...

When it's put that way, it seems kind of okay. But ONLY if I can ALWAYS control it ... something tells me simple ads could turn into 50 spam emails per hour. And THAT would bug me ....