Ah, the promise of online advertising: An age in which companies will finally be held accountable to their customers. But are their customers accountable to anyone? Consider this: 26 million people created 123 million dancing elves for OfficeMax and passed them on to their friends. All of it made "OfficeMax" one of the top twenty search terms during December, on a budget of less than $500,000, according to AdAge. Good for Toy New York, the agency behind the ad. Bad for the rest of us. Viral marketing: It's sick.