We need to focus on the acceptance and viral spread factor of the contextual advertiser. I think the real time content/conversation search may help users adopt the tool and businesses to utilize the information. Watching http://blog.businessofsoftware.org/2009/07/seth-godins-talk-from-business-of-software-2008.html about 5min in Seth talks about software requiring built in marketing. It’s similar to his earlier talks (sliced bread, old advertising/purchases loop, average products to average people).