Google Changing Monetization Strategy?

Robert Scoble had an interesting post on this issue. I’ve got to ask one question though Robert! In Naked Conversations, Robert talks about how you should point to your competitors and even talking positively about them.  How is a likely non-relevant ad on a map on your web site more of a threat than you saying “company x does well with blah-blah”? I don’t get the logic here, am I missing something?

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