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BizRate.Com, an Internet site rating company, is cautioning consumers "Don't get e-screwed" in a new ad effort. TV commercials from TBWA/Chiat/Day, Playa del Rey, Calif., feature consumers receiving unexpected merchandise from an online purchase. BizRate expects to spend $10 million to $15 million in the fourth quarter.

In one spot, a man expecting 1,500 pounds of beef -- "NY steaks, rib-eye steaks, T-Bones" -- is surprised to receive a live cow.

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