Wired News: This Headline Is Not for Sale

Wired News: This Headline Is Not for Sale: "Rising from this volatile mix of competing interests is a product called IntelliTxt by Vibrant Media. It works by underlining certain words in an article so that when a reader runs his cursor over one of them, an ad springs up. For example, in a story on antivirus software, words like 'virus,' 'security' and 'worms' might be highlighted. Then readers, if they so choose, could mouse over one or all of them, click on a 'sponsored link' and go straight to the advertiser's website."

I've seen this on Pocket PC Thoughts, but found it more an annoying distraction than anything else. Anyone have other thoughts on this?