100% agree here.
Google introduced "expanded broad match", and now they are testing "ultra expanded broad match". Where are the quality considerations here?
Lets say I am an advertiser who is selling “vanilla ice cream cones” I want to advertise on “vanilla ice cream cone” keyword. I enter it and see .40 cents min bid and I am out of luck. But, I can bid on “ice” and magically have a min bid of .04 and expanded broad match will bring me clicks for “chocolate ice cream” and other garbage that I don’t sell. This is not theoretical I have a campaign that demonstrates this example perfectly.
If they want quality they should introduce more granular targeting options: such as I only want people with dialup internet connection or firefox internet browser, and high probability male surfer would be a plus. This will bring up the CPC's, CTR's, and user experience.