Google have recently launched a beta version of PPA (Pay Per Action) ads in the US. This is a rather smart idea that means that the advertiser only pays when a specified action is completed. It's an attempt to counter affiliate schemes and click fraud. The rather sneaky thing is that they've allowed the ads to be more discretely disguised within the content of the site:

"Text links are hyperlinked brief text descriptions that take on the characteristics of a publisher's page. Publishers can place them in line with other text to better blend the ad and promote your product. "

http://services.google.com/payperaction/faq.html

This is causing somewhat of a controversy - not least because its release has been sneaked out as part of the release of the PPA scheme - rather than announcing it on its own.

I've got to say I'm not entirely convinced that this makes Google 100% evil - after all - the prospect has to actually complete the action before anyone makes any money out of it. We'll see.