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Having grade school aged kids, when I see "back to school" I think of disney lunch boxes, backpacks, notebook paper, and pencils. For a couple of seconds, I was somewhat mystified to see sunglasses, futons, and boxer shorts...
Here's a modest proposal to search engines and comparison shopping engines: Embrace transparency. Provide itemized click reports to advertisers and their agencies
Claim: BillMeLater creates reciprocal trust from the shopper to the retailer because the retailer is extending credit on the spot. In contrast, PayPal and GoogleCheckout when marketing their wallets to consumers stress the benefits of keeping private information (credit card, email, etc) from the merchant.
Google announced a means for local businesses to distribute coupons through Google Maps. Being able to show the benefit of an online ad pushing sales into a store is huge -- the holy grail of response advertising.