Via Wired News (Link):

Google Chief Executive Eric Schmidt … said. “We now have a solution that we believe enables advertisers to offer a digital product on the Web so that when people click on it, through a credit-card mechanism, it is automatically taken care of.”
…
Matt McMahon, vice president of marketing services for Fathom Online … it would give a previously unknown advertiser a look at what could be seen as a Google seal of approval. “By using the quality of another company’s brand name, you get clout,” he says. “Buys on the web are anonymous, so they need that trust.”

Something new to which I should give some thought. On the surface everything looks good for the little guy … until someone figures out how to manipulate the system.