This sounds to me like the 2nd step in testing a concept; I've heard of people spending money on various ads on Adwords that all point to a basic website, and t

This sounds to me like the 2nd step in testing a concept; I've heard of people spending money on various ads on Adwords that all point to a basic website, and then see which ad generated the most click-throughs (therefore, that is the superior product). All this tests is a name and the description and through that, really basic interest.