Sleek. Slick. Clean. Gmail’s new inbox system looks like the Lamborghini Aventador of webmail for all intents and purposes. The old, gas-guzzling, time-costing inbox of the past has been stripped down for the coming season, complete with categorized, tabbed folders Gmail automatically filters all for the benefit of the consumer. Never again will the hordes of phallic enhancement capsules and truckloads of things you might want from Amazon.com consume your inbox. Imagine a world without clutter, a world where one can go into Gmail and see only important messages from trusted sources and much-loved friends.

According to one sophomore, “when I had started using Gmail, everything was kind of hard to find, but now everything is labelled correctly and I can access it easily. It makes using it anywhere a lot easier.” Reviews by Gmail users have been generally positive, and few seem to mind the lack of consumer-targeted advertising.

Unfortunately, you–if “you” in this case are an online retailer such as Gilt, Plundr, or even Zappos– may not be overly enthused about the new system. With over 425 million active users, according to quora.com, Gmail accounts make up for a significant portion of addresses for customers of online businesses. With a lack of immediate viewership, flash sales quickly run out and their hosts lose valuable profits. Impulse buys simply fail when the period to buy is rendered moot.

According to the New York Times, Google’s new policy is a direct blow to the modernization efforts of many companies who have increased their spending on email promotions in the last year. Admittedly, social media has been hit by the filtering as well. Facebook and Twitter now go directly to their own folder, where users can ignore them until their nearest convenience.

The situation begs the question, however, of the need for emails for dedicated customers. Just as most people will check Facebook on a regular basis, ignorant of emails, so too will they visit their favorite sites when new sales or products come out. Avid users, most of whom have smartphones or regular internet access, will simply click on in the early afternoon when new Gilt sales come out, in addition to their moment’s perusal of Facebook and Instagram.

In these days of filtered media, we are already overloaded by promotions and notifications. Perhaps merely limiting our exposure to needless emails will provide for more dedicated business to our favorite retailers, instead of being bombarded with emails we plan on deleting at our first glance.