automatic advertisements in your podcasts

Fruitcast
Wow automatic add's in your podcast stream... how long before apple jumps on board. I have mixed feelings about this, it could either work really well or it will kill podcasting. The obvious middle ground is to sustain creative developers in their process model, and not annoy the listener. will it work?

Fruitcast automates the process of inserting ads into podcasts. We download a podcast's MP3 audio files, add the advertisements on the fly, and then send them to the podcast's subscribers. Each time a podcast episode is downloaded, the advertiser is charged a certain amount, and a significant portion of that amount is credited to the podcaster.