As it's running on the content network only i can see this as a big advantage as an advertiser due to the amount of click fraud coming from adsense sites. At least with this model it will be much harder for the villans to waste your advertising budget as you are able to assign the actions needed to be performed on your site, and not just a click.

Not sure if the share holders will like the model though, as a lot of G's money comes from sites that are, how should i say it, not so honest, MFA sites.

We'll have to wait and see if it ever happens, but it'll not be in the UK for ages even if they do adopt this model.