Make cash from your Silverlight work with ad revenue share

In the Scott Guthrie video interview by Robert Scoble for PodTech, Scott very specifically says that there will be an ad revenue share opportunity for those using Silverlight through the currently free (with limit) and in beta Silverlight Streaming service.

Those making compelling and original casual gaming experiences may find this a great way to go.

I wonder what kind of control will be offered on the kind of advertising offered.