When I looked at that screenshot, the first thing that jumped out at me was ads. I had to hunt for where the content was, and the image wasn't immediately obvious as not being an ad. You have about two seconds to make an impression on a visitor who hits your page, and that's the impression that screenshot made.
When I go to a site, I want whatever it's about to hit me first. THEN the ads. If it doesn't work that way, I have already categorized that site a certain way in mind - whether or not I stay on it. I suspect Google is doing something similar.