Incentivized Ads or Great Concept?

[Discovery]

Bing Rewards has been around for over a year now. If you have not heard of the program you can check it out here: http://www.bing.com/explore/rewards?...rea=EXPExplore

Essentially if a visitor signs into bing they are rewarded with points for various activities including searching, clicking on ads and purchasing from advertisers.

They can use their accumulated bing points to earn discounts at Bing advertiser sites.

Unfortunately, this incentive may work well for the eCommerce advertiser who may gain the benefit of a sale due to the incentive. However, what about the brand marketer? The lead generator? You can't give a bing points discount for a free legal consultation. Nor is it easy to give a discount to any off-line purchase.

Are these advertisers partially paying the way for more sales at the ecommerce sites?

What are your thoughts on Bing Rewards?