How much are they keeping for themselves? I'd really like to see this business model arise, but if means giving 30% to Google I'm not so sure.
It was low enough that it wasn't really a factor when determining what to price your ad-free pages at (most people went with 1-2 cents per load) -- most people just priced at whatever average your ads were pulling in currently without worrying about the cut, since it was a fraction of a cent.