contextual ad goes wrong

I was browsing some digg populars when another one of those BAD ADS kicked in. It's so often now that I wonder why a simple boolean switch, like positive/negative article, is still not available for the editors.
And even the little bit more "sophisticated" positive/negative plus list of keywords for the negative to describe that negativity.

For this article it's a good idea to go:

Negative:
Loreal
Shampoo
Hair
gloss

Are the companies that are offering the contextual ads unaware or they simply don't care?