Google Adsense on Myspace

With the recent $900 Million deal between news corp and Google, you will see a lot more adsense ads now.
Perhaps, Myspace thought that if a one man Dating site could make millions of Adsense, why not make a few millions themselves. Is it the end of small players who made their web idea around adsense, or is it a new beginning? Both ways, google will end up being the winner. 100 Billion in market cap already and more heights to climb...