HyperTargeting by MySpace

This is new to me -- MySpace has a new HyperTargeting ad solution. From their site:

HyperTargeting leverages the self-expressed interests and passions of millions and millions of MySpace members ... While demographics may give you an idea of what someone might be interested in, HyperTargeting tells you exactly what they are passionate about -- dramatically improving the effectiveness of your media. ... The data that forms the HyperTargeting segments is pulled from MySpace profiles as they are updated, resulting in the most up-to-date information available.

Doesn't say whether it's CPC or CPM pricing. I certainly hope the "updates" don't include comments, which are often spam, hacks and phishing attacks.

Should be interesting to see how well this works for MySpace. One big problem is that people don't take the time to fully describe their interests. "Self-expressed" is always incomplete, as what I truly care about in any given day/week (and which represents the most lucrative targeting opportunity) I often don't take the time to explicitly communicate.