I have been an AAA member for many years and value their automobile services. Some of their advertisements offering items of questionable relevance leave one cold. Today in the mail there appeared an offer for a FREE! Cellular phone with FREE shipping and on and on. The word FREE (always capitalized in large print) appears six times on the first page, six times on page 2, twice on page 3 and three times on page 4. In a small print footnote, the offer whispers sotto voce that a $35 activation fee is required. Given the probable functionality of the phone in the absence of activation, it is not clear why the activation fee is treated as a separate element. The attempt to hide the real cost of service and the assumption that seventeen occurrences of “FREE�? obfuscate an obligatory cost component are insulting. Why should I respond to to an ad that insults me? No sale, AAA.