I don't use AdWords, and I know all everything about it. But I find interesting idea how to improve number of clicks on your ads. From original text I read that it increased number of clicks up 47%. Google doesn't like this, but how I read it is not against TOS.
Google needs to relate the ad to the page, quality score will be poor and you will be paying high cpc.
As well as the bad quality score. I would think that quality of leads you get would suck too, so no matter what you paid it would be worth it.
if all you want is to get more click on your ad then this is the perfect way, and as a result your 1 year budget will be flushed away within hours ;-)
The reason for the increase is simple. That ad is completely different from every other ad on the page, it stands out and peoples eyes are naturally drawn to it.