Considering the possible threat Google has been to the affiliate community (google check-out, or possible entrance into the game), this may shift focus back to their core business.

Personally (through my own Ad campaigns), I have seen real flaws in their PPC model. Lack of controls (even though recent improvements to reporting have helped advertisers), MFA websites, parked domains, etc, etc. I know my ad budget is only a percentage of what it once was.