This is a bit smart, 'cos the clients fearing that fewer ads will be shown, will actually be willing to pay more $$s and thus the PPC rates will go up! Not sure

This is a bit smart, 'cos the clients fearing that fewer ads will be shown, will actually be willing to pay more $$s and thus the PPC rates will go up! Not sure about the long term impact though.. (eg. a frustrated client, inspite of bidding extremely high for a few keywords might not see his ad appearing at all, may switch to other system.)