The nature of the idea, as in how it exploits a well-known psychological phenomenon? Better-quality search results was a technical advancement for Google, but I

The nature of the idea, as in how it exploits a well-known psychological phenomenon? Better-quality search results was a technical advancement for Google, but I wouldn't say this is quite of the same nature. No doubt it's a beautiful plan, but unlike the Brin-Page paper, the ideas behind this has been around for a good while. There are plenty of ideas from research that can be similarly incorporated into a stronger advertising machine. For example, variable interval reinforcement is the most effective conditioning paradigm, which would be very useful for advertisers. It's fairly well-known, but not many companies are in a position to employ it.