Dogza. Why wouldn't you want to have a chance to lower your CPC while improving your ad positon? Right now, your just bidding against the big boys with ad budgets to burn that don't really care about ROI as long as they get "exposure" and "branding"! At least Google levels the playing field somewhat. JMHO , of course.
From my initial tests - I believe it is very similar to google adwords pricing. On my first day i was paying 0.25c per click for premium 1 position after 4 days of 26% CTR my cost per click is now 0.06c per click. It looks like they have implemented an (adwords type reward payment plan) which is great for us advertisers who serve relevant adverts. 8-)