I understand that your question was largely rhetorical, but I'll answer with my own experience.
I had a user infect her machine twice in one week with two different email viruses. Both viruses came to her with a spoofed sender address as the current address of an attractive male former coworker. Both viruses arrived with subject lines of the form "with love".
When I asked why she would open the second email after the problems opening the first, her defiant answer was, "I'm 48 years old and single. If Big Don sends me an email with the word 'love' in the subject line, by God, I'm going to open it."
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