It's Annoying :)
I don't know about anyone else, but I'm getting an insane number of junk messages lately with a subject like "It's Tim :)" or "It's Jen :)"
So much so that I wrote an extra-special rule to nuke them and any of the sending addresses immediately upon receipt. All was going well until I discovered a friend's emails weren't getting through to me either. I went through a lot of searching and asked for re-sends of all missing mail, until I finally caught the culprit in my webmail...
"It's Casey :)" was the message from the friend almost a week ago. Filter triggered, name blacklisted, all further mail nuked. I revised the rule to re-allow Casey and all is well.
I think this is a big vote in favour of Bayesian filtering. Or a big vote against me.
I blame Casey.
Afterthought: Casey, you aren't a spambot posing as a person, are you?