Personally, I think this is a good idea. Granted, there get to be conflict of interest problems when more deals like this go down. But other than providing access to the data-feed Wikimedia seems like it doesn't have many options for revenue. Advertising and donations come to mind, and they already do the latter.
Personally I think AdSense on Wikipedia pages would both be effective (in the same way that AdSense on Google search results are useful--people go to these pages with an intent to find something), but it would also open up a can of worms. I like that Google occasionally gives Wikipedia money so it doesn't have to do that. :-)
Of course, I'm sure someone who has thought about it more could find ways to monetize Wikipedia. What if Wikipedia became so important that people would pay to edit the pages? There are corporations who would love to have the final word, and they could, so long as they paid for it, perhaps?
What I'd like to see is the importance of Wikipedia as a repository of human knowledge recognized on an international level (like the UN, perhaps) and then institutionalized the way the IMF is. A guarantee that Wikipedia will always be there, funded by the nations of the world, would be great.