from Moore's Lore by Dana Blankenhorn
May 24, 2005
Et Tu, Frodo?

firetrust logo.gifI'm generally all in favor of anything to fight spam. And regular readers of this space will recall how much I like my own anti-spam tool, Mailwasher from FireTrust.

But this pissed me off.

UPDATE: After posting this I learned the spam database I'm about to describe is not necessary for Mailwasher to work. My complaint here is solely regarding issues of marketing and notice. Mailwasher remains my anti-spam solution of choice.

The latest version of the product, Version 5.0 to be precise, supports a company spam datebase, called FirstAlert! This is a commendable thing, on balance.

But in order to pay for maintaining this database, FireTrust has changed its business model. This is not necessarily a bad thing. Essentially they're going to a subscription model built around FirstAlert!

I was asked to download the "upgrade" to Mailwasher, by FireTrust, roughly a week ago. I did so. It's now a $37 product but, if you want to maintain your own POP3 mailbox and a public e-mail address, it's a necessity. Upgrading was transparent, easy-peasy.

Suddenly this morning I get a pop-up, inside Mailwasher, reading "your subscription to FirstAlert has expired," with a link to renew. The link goes to a page inside the FireTrust site, and they want $9.95 for the subscription. The page doesn't indicate how long this "subscription" lasts.

Because of the way in which this was done, it can look to a consumer like a classic bait-and-switch. I bought this thing just last week and now you want MORE money?

Fortunately it's very easy for FireTrust to fix this:

frodo1.jpg


  1. Highlight FirstAlert on the home page and all product pages.
  2. Let people know the cost of FirstAlert before they buy Mailwasher.
  3. Link to an explanation of how it works, and its value.
  4. Launch a publicity campaign for FirstAlert, pushing its benefits to the anti-spam community.
  5. Make licensing of the FirstAlert database coincide with the yearly purchase of Mailwasher.
  6. Make the fact that this product is now licensed under an annual subscription, not bought as before, explicit in all company materials.

Maybe I should be more forgiving. These nice folks are based in New Zealand, after all. That's a long way away.

Or I could be snarky and cry, as I and my credit rating fall to the ground, et tu, Frodo?