The original annoying pop-up purveyor, Gator, has come a long way from the days when everyone hated them and the nuisance adware/spyware installs that seemed to plague everyone.
That little smiling Gator icon used to be everywhere on your computer. I guess the firewall and anti-spyware companies loved them - as they may have been a big contributor to the huge growth of that industry.
A name change and a new direction has the now Claria company looking credible and knowledgebale enough for Microsoft to take an interest. This recent article shows just how far they have come.