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@IRonMaN wrote:

If Intuit decided to give away $100,000,000 by randomly notifying 100 folks through the alert function that they had won $1,000,000, I would guess that it would only cost Intuit $20,000,000 because 80 of those folks would never claim the money because they never saw the notification. 

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In my opinion, Intuit is largely at fault for that.  A lot of the "alerts" are not particularly important.  A few years back, there was even one that was an ADVERTISEMENT for Quickbooks.  So it is like the "Little Boy That Cried Wolf" - people tend to tune them out when they are bombarded with dumb "alerts".