It's new. It will take time for the SLA's to bed in.
For many an agency that has no clue on Adwords, but have the clients with big budgets, the opportunity to talk to an expert will be of immense benefit, although I would have to question this expertise to those agencies that do Adwords well.
Better client reporting would probably be good, having to just do a print of a google adwords report and present it with a bill is a bit tacky, professional monthly invoices would be better, with a wealth of stats and graphs, possibly with trends and industry feedback.
I'd also like to see different terms for the agencies that may have large and small clients, just because an advertiser may spend say £500 a month, if an agency has 20 of those clients, that's a lot of ads that will have to be self-serviced, yet the collective budget is significant enough to warrant all the clients benefitting from a better level or service by using the agency.
There's a bunch of buzzwords, let's hope the walk is as good as the talk.