This is likely unpopular, but this makes my job exponentially easier. The number of "What is that click worth" questions to us data driven marketing folks by small businesses effectively closes off a lot of us that focus primarily on the data from that market. With this, there is very real money to be made with small businesses that were too skittish to advertise before. We've been playing with Facebook's online to offline and frankly the brick and mortar folks we work with that we're utilizing it are incredibly delighted.