When I answered "no" I've seen the blood draining from the interviewer's face - he was in absolute shock; just couldn't believe that I haven't signed up as soon as I submitted my CV. It was absolutely ridiculous how he responded to my answer. Senior management in media is talking about not spending on marketing, so it looks like they make every applicant sign up to an account even though they will never use it - clearly this company will never make profits long-term.