Contextual advertising gone horribly wrong

Let me be clear. I am 100% in favor of every modifier in online advertising. Geographical. Behavioral. Conteextual. You name it, if it can help me focus my message, I'm there.

But wow, there must be some way to avoid this:

I am sure that the Motorcycle Superstore wants nothing to do with a picture of a supposed motorcycle crash victim with the head split open, brains spilled out and a bike very visible in the picture.

I have seen (less, way less, extreme) cases where I might type "escalate" as in "escalate a problem" only to be rewarded by banners from the Cadillac Escalade.

Wow.