Chris Pirillo noted yesterday that his friend Robert McLaws' was running Google AdSense ads in his Feed; today, everyone is (not surprisingly) abuzz.

While I disagree with Chris w.r.t. to the signficance of this (is there anyone who didn't expect Google to support Feed Ads?!) vs. Google's announcement yesterday vis-a-vis CPM-based placed advertising, it's ultimately good for all involved that the cat is out of the bag; now perhaps we can start innovating instead of simply deploying a known mechanism into a new 'medium'? ;-)

Of note, FeedBurner announced this morning that they will move quickly to add AdSense support to publishers using their service (i.e., they will, to the best of my knowledge, become the first FMS to support multiple ad networks -- given their known relationship with Overture --a boon for publishers). Hopefully, this, coupled with their recent funding, launch of premium services, and announcement of a partner/open API will give critics of managed Feeds incentive to reconsider their position.