Fetch says: "I don't choose the ads, I just supply the holes, and the people who pay my salary and supply a server choose what they want to put in them. The change was a surprise to me too, and I've asked for some clarification on the thinking.

If you get any particularly dodgy ones, e.g. Russian mail order brides, or ones that break the user experience, it would be helpful for me to see some screenshots (ian AT fetcheveryone.com), and I'll feed those back."

And: "I've just clicked the little blue triangle in the top right corner of the ad, and looked at the opt-out options. On the page it took me to (after it took a while to think about it), there was a button called something like 'Choose All Companies' - I clicked that, and thus far, it seems to have opted me out of all the ads."