As usual I am a big sceptic. If you look at the other side of the equation of this: It can also mean that "high quality" landing pages (reputable sites) will now pay less. So while this may cut out the lowball MFA sites, it may also reduce the highest paying CPC. Lets face it, google is more interested to cater to the needs of the advertiser. They are upset about MFA too, because they could have had that 1cent click to drive traffic to their sites instead of some MFA site in between. So chances are, instead of: Yoursite $0.01 -> MFA ->$1 -> good site you will now see Yoursite $0.01 -> good site Lets see. --just my 2ct