http://www.eweek.com/c/a/Security/Google-Spammers-Rally-Back-From-McColo-Shutdown-639980/

“Location-based spam is the latest technique being used by ‘bad guys’ to increase the likelihood that an unsuspecting victim will not only read their message, but will actually click one of the links in the message,” explained Tal Golan, CTO of e-mail security firm Sendio. “This new methodology is the next salvo in the spam arms race, but is really just an extension of the ‘social engineering’ threat vector that has become so popular and effective in the last three years.”