This is a quirky little discovery. I'm a blogger member of Unruly Media. At Unruly they provide bloggers with videos to post and be rewarded with a "pay per play" type basis.
I can't remember where I heard about them first but it was a Mr Ciaran Norris blog post that finally reminded me to go sign up.
This is an ad (not sure what counts as a 'play' in this case or how that'll effect my earnings) but I'm posting it here just to illustrate that Microsoft are pushing their SEO toolkit.
The blog in question is on the MSDN domain so they're driving traffic back into their own community nevertheless the widget reminds me a little of some of the progress the people at Outbrain are making with their own blog-to-blog connection/contextual relevance/ad widgets.