Now this stuff puts a whole new meaning to the words contextual advertising! John Battelle covered a new ad model by the name of IntelliTXT. Essentially this stuff places a green highlight under words within the copy of articles. When a user scrolls over these words it places an overlib ad box up. The editors of the articles can chose which words to sell within the content of the page.
I am sure there will be some niche markets where this product will work great, but it integrates ads so well with content that I feel like it would cheapen the value of content and cause artilces to either lose integrity or at the very least lose flow.

If it became a primary ad based model, I can already imagine some editors slightly rewriting stuff to get more expensive words.

With contextual ads the surfer still has to depart from the copy to go over to the ad. A click on this stuff might not require much thinking or interest (and thus would probably be of less value). In addition these ads sell off brand at wholesale.

I am sure it will find some nitche markets where it works wonders, but I personally am in no way interested in it.