This sort of in-your-face advertising turns me off completely to any retailer who utilizes it. Sure, it could be argued that these links are not as intrusive as, say, pop-ups, but such an argument is moot (to me, it's like saying it is worse to get kicked in the groin than poked in the eye; maybe so, but that doesn't mean I want to get poked in the eye).
Maybe I don't understand marketing (or the general public), but being force-fed an advertisement has, to me, the opposite of the intended effect. And labeling it "intellitext", as if I'm supposed to embrace this new technology? Give me a break. The last bit of underlined text I hovered over - the word 'windows' - prompted an ad from Sears suggesting that I might want to buy new windows for my home.
I understand the need to generate revenue for the site, I really do. I am all for a subscription-based option that would free me from being subjected to any ads at all (much like the DVD Profiler subscription option, which I love).
I have more to say, of course, but I gotta run now. I have to give Sears a call and see when I can get an estimate on those new windows.

Jon