https://thesocietypages.org/socimages/2018/07/12/the-rise-of-ad-shaming/

Now, emotional appeals like guilt and shame are the next step after stronger power plays like rigid paywalls largely failed for publishing companies. The challenge is that guilt and shame require a larger sense of community obligation for people to feel their effects, and I am not sure a pop-up is ever going to be anything other than an obstacle to get around.