Yes this something amazing from google. I think this is a till date best proposal for advertiser. Now your site will not only show ads but they will have a mini site in your ads block. Now advertiser can enjoy our users as their users because the ads will not only have click functionality but you can select from the options listed in ads.So now your user can access advertiser's site being on your site. isn't that great
The best part is that the user is on your site. whatever he does with the ad he will get the result in same block. Intersting for advertiser and for publisher. What i am keen to know is how much does it pay and how are clicks calculated. because user's interact with the advertiser site