Should this be called paycheck-vertising?

We started reading a story titled, "Marketing’s New Vanguard: The Cubicle" just sure that it was going to be another one of those stories about targeting workers during the office day via the Internet. But no—a company called Workplace Print Media is actually, as its name implies, using paper to help advertisers like Peapod reach consumers; it induces employers to stick promotional offers into employee paycheck envelopes. While Peapod credits Workplace with helping it improve upon an annual slump in Peapod orders, wouldn’t it feel a little icky to know that your paycheck is the vehicle for someone else’s marketing objective?