Others criticised the functionality of the site. Susan Linn, another psychologist and author of Consuming Kids: The Hostile Takeover of Childhood considered the purpose of this site was to keep children in front of advertisements.[41] Kalle Lasn, editor-in-chief and co-founder of Adbusters magazine, said the site was encouraged kids to spend hours in front of a screen and recruited them to consumerism.[17] Neopets executives stated that paid content comprised less than 1% of the site's total content.[41] Children were not required to play or use sponsor games and items, and all ads were marked as such.