Ross Mayfield's Weblog: Adword ArbitrageInteresting article on AdWords arbitrage. I think that there's definite value to providing more focused leads to companies. It's an issue of specificity...Someone who types DVD player into Google, is worth a lot less than someone searching on an Apex Brand 23 with DVR. That person has value as a potential searcher for support or, more likely, knows exactly what they want to buy. And there's value, in them being further along the purchase decision process.