There's definitely a shift in the world of what we accept as tolerated with advertising. I think everyone is getting quite fed up with the Google way (and the copy cats like FB). Time has come where the people have power and will use it. We are more interested in pure content, not content that has been filtered or force delivered. We are fed up with commercial censorship. Advertising that is blatantly racist.
This SMT is a perfect concept and will give the power back to the people. Awesome stuff!