blaze - 8:01 pm on Feb 25, 2008 (gmt 0)

Brett's right. at the end of the day, people only bid what gives them their desired ROI.

At the same time, Google has only everything to lose if they start showing irrelevant ads next to keywords.

The people that might not win with this are those who are creating misleading ad text for particular keywords. But I'm sure Google doesn't worry about harming those folks..