I believe in the USA they can offer an "opt-out" option rather than required to have an "opt-in" for marketing, etc. It's been a while since I've bought a ticket on an airline with which I don't already have a frequent flier account and have already "opted-in" for promotional and marketing e-mail. Next time I buy a ticket on Delta I'll do so without first logging into my account and let you know what "opt-out" or "opt-in" options are presented to me.
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