I have just read an interesting article here
It is about statements in negative form, for example:
"Because we hate spam as much as you do!"
I thought always that are great statements! And I always felt good when I read it, so it gave me a better feeling about my privacy.
Now the author claims, that it has the contrary effect, because it is formulated negative, so the readers would get remembered of what they DON'T want.
Has someone actually tested that?