[damoncali]

Google will be screwed. If something that works significantly better comes along, that money will evaporate very quickly. And when you take into account Wall St's grow or die mantra, the results would be catastrophic for Google.

However, I'm not sure it's possible to disrupt AdWords. Disruption in the classic sense implies "way cheaper, but not as good". You can't make advertising "way cheaper" without leaving metric tons of value on the table, and nobody is going to do that. After all, the quality of advertising is the price you pay for customers.

More likely is a scenario where everyone else catches up - but that's a slow process and will give Google plenty of time to find another trick.