Stupid move on their part; Google's been very clear about how they feel about paid links. If they *weren't* for SEO purposes, they could have slapped a nofollow on them - they didn't. They didn't have to request specific anchor text - they did.
Am I concerned about Google doing this? Not one bit. I believe that stupidity should get what it deserves.
All you people complaining about domain crowding and too much big brand should be supporting this action. Or is it okay if the big brand buys their way to the top as opposed to being "granted" good SERPs by Google?