I deleted the email. Actually, I’ve probably deleted the same email a hundred times. It keeps coming.

The people at Uber think I should upgrade my account to a premium service called Uber One. Apparently they think it is a good deal and I will save money if I pay an annual fee.

I looked at the offer when I first received it and didn’t see any savings given my Uber usage, which is minimal. So I deleted teh first email. And the ones after it.

The email subject line is “Last chance to get5 months free when you join Uber One.” There’s a sense or urgency there. It’s a deal that won’t be around for long. After all, “Offer ends soon” I am told when I open the email.

Really? This must be a definition of soon that I missed.

This week I deleted half a dozen identical emails with the offer, unread. It is always the same – and they show up pretty much weekly. They’ve been coming for at least two years – I didn’t pay attention at first.

I know companies have to market their products. And I know that time sensitive promotions are effective.

But when you send me the same offer each week for two years and tell me it is time sensitive and ending soon, there is no reason I should believe you. You are insulting my intelligence, as I am already questioning yours.