They are targeting "Client Acquisition" type of Merchants, old and new. They are.
The type of Merchants that have: sold once, with GA tracking, get the next for the same price that is, with GA tracking. FREE from SERP or was FREE type of traffic. Gold for them, Zip for Ya if you have been riding the free wave or trying too, keep giving your data way..
Disclaimer: I stopped paying for it(CPC) in 02/2005.
I'm so glad I stuck with niche markets.
Someone from eastern Europe was a disruptive one in ours 2 (t)ears ago. They flodded the market with "cheap widgets", with 3 dozen sites.
Now we have Amazon, Etsy, HSN, Ovestock, and 2 other 2000 year old domains in top 10.
My Competitor, the Oracle of it all, since 1996 till 3 month ago, was 1st in Class. Perfectly deserved!
Now ranks #2, YES as in "NUMBER 2", and it is an EMD for the main term.