Interesting article. Glad that Google are now even more involved in this field.

Side quip: does anyone else find it really difficult to concentrate on the text of an article when there is an ad that moves around? I counted three such ads in the case of this Wired article. When they appear I usually open up Chrome's debugger and hide the divs. There's perhaps a product in there somewhere. It would be nice if there were a Chrome extension that froze all moving graphics (flash, gifs, etc.) with a click of the button.