[Coax]

Perhaps the difference is the fact that in this case, the site owner gets to choose the exact words that are linked. With traditional in-text advertisers the site owner doesn't have that control.

[ryanwaggoner]

Actually, from this description, it sounds like any sports team names are linked. So I guess you have control in the sense that you know that if you type the name of a sports team, it'll get linked. I still think it's essentially the same thing.

So from a blogger’s perspective, adding a few lines Atma JavaScript gives their site a new feature and an additional revenue stream.