hypersonic advertising

I'm all for advances in technology, but I think that ethics and privacy really need to be taken into strong consideration with some new technologies. Take this article for example. Evidently they've developed what they're calling "hypersonic advertising" that can target a sound beam within a limited area. With other types of advertising (radio, print, TV, internet), you have more of a choice to listen to or read the advertisement, but this seems much more invasive.