Look at me! (Gmail's web clips)

Gmail's web clips functionality is interesting but more from a business point of view than a consumer's. It's pretty well established that users learn to ignore areas of a web page that always have ads. So what does Gmail do? Create an area that sometimes has information of interest to you (that you've configured with your favorite RSS feeds) and sometimes (or most of the time) has ads.

It's very annoying. I turned the functionality on, configured some RSS feeds that were of interest to me and, lo and behold, I kept looking to the area only to find an ad there. Did I learn to ignore it? No! Because sometimes items of interest would appear.

Very tricky. Web clips off.