Overture - A Move to Flat Rate?

Thread Title:
Yahoo!'s Overture Looks At Simpler Models to Court Advertisers
Thread Description:

JERSEY CITY, NJ -- Overture is considering offering advertisers a flat-rate pricing model to make paid search simpler for small- and medium-sized businesses, according to Ted Meisel, president of Overture and SVP at Yahoo!

Im a PPC virgin, someone want to take a stab at what implications such a move would have?