Make the X button actually close these popups

How many times one has seen "CLOSE X" - Please, please, please - eithe make these popups closeable with "X", or use some other symbol.

Enough with this rant - but just opened a page from the examiner.com - and there were three different pop-up style commercials with CLOSE X on them, and for some reason I really thought of pressing X - I mean if it looks like "X" it begs for pressing it.

Ok, enough rant for today :)