Why do fake newsletters work?

It seems the fake newsletter our spam detection team noticed last week is officially the latest spam tactic. Richi Jennings wrote about why this tactic may be working on his blog:

“The idea is to take advantage of people’s abhorrence of false positives. Spam filters will be carefully programmed, trained, or whitelisted to let legitimate newsletters through. If a spammer can make their spam look like one of these newsletters — especially a widely-read newsletter — they can get through the filter and in front of the user’s eyes.”

How will different anti-spam techniques hold up against this new tactic? What are the different ways of avoiding newsletter false positives?

Phoney newsletter example from Symantec: