Subtle Ad Brilliance At NYT

A while back, Bluehatseo had a funny post about placing an adsense block directly underneath a 'set as homepage' popup for capturing incremental ad revenue from people too clever to click 'okay' on the popup.
I generally read long articles on nytimes.com in printable view so I don't have to keep clicking through and loading more ads - but this morning I let it be and round about page 7, I noticed something funny: after reaching the natural end of one page and clicking 'next page', I found my cursor directly over a very small ad at the top of the next page near the 'article tools'. I had noticed this ad placement for a while, and until now have been baffled by it's sheer unobtrusiveness. Ah Ha!