I have heard of this project. I can't say I am not impressed with the idea behind it. But I can't understand how it work. Many people see adverts as annoying and would rather avoid it than get paid to watch it. I could be wrong though.
Well one thing to consider is that people are already doing this for free stuff. Services like influenster get people to fill out surveys and earn rewards. You should look into their beta. It's very impressive IMO. I also like that they're coming in and offering high quality content versus just plain ads.