briggidere - 5:13 am on Oct 19, 2010 (gmt 0)
I'm nearly going to do a U-turn on my comments. I've just had a client emailing me with screen shots asking why they can't see their ads. All the screen shots indicated they were using Google instant, the tell tale arrow on the top result (it's sponsored too) and the "instant is on". The first emails go back a few weeks, but I hadn't really paid attention as his ads weren't on the page due to budget constraints.
I spoke to him and asked him what he thought of Instant. He had never heard of it and didn't even notice it was happening at all until I talked him through it. He did think it was cool though.
I think I'll get a few more opinions from people who don't spend 4+ hours a day on Google