While banner blindness has been a thing for some time, this takes it to a new level. Apparently years of "You've won a £50 Amazon Gift Card!" and fake software update bottom-of-the-barrel advertisements have engendered a broader disregard of genuine alert messages than previously understood.
Anything that looks like an ad will be largely ignored. This has been understood for over 20 years now. However, flashy looking boxes have always been the first idea that pops into anyones head, so here we are.
This seems to invite its own study.