Permission marketing by godin

With my limited knowledge, i can say that godin is the god of market. Here is something that i learned from his blog. Its called permission marketing. We all know what permission marketing is. But i never put a name for that and called it so. Also, i never analyzed the merits and demerits of it.
If a company does marketing to only those people who are interested by seeking their permission then it is called permission marketing. I see this as a very positive move. Companies advertise their products to you only after getting your approval. How cool is that? You won't get unsolicited calls from banks asking you to apply for their credit cards.

The source is here.