Say Goodbye to the Dark Night Sky?

Japan has started a new era which opens a Pandora's box with the launch and yesterday's successful operation of a satellite capable of flashing a Morse code message in the sky. It is pretty neat that this satellite has made itself so visible. Before, only those who sought out the time and location of objects orbiting the earth were able to witness the objects flying by. However, with the advent of this technology, it is foreseeable that, in the future, advertisements will flash in the sky all night long.
I truly have mixed feelings about this.