The Lay's potato chip video is actually a nice short commercial, which I don't mind watching at all, especially when it is different from the regular 30-second TV commercials.

When there are a few sports superstars on Mobio, companies such as Nike, Adidas, Reebok, etc., would be competing for advertising spots. Luxury car commerials, such as Mercedes-Benz, Lexus, BMW, may also be featured in the appropriate categories of Mobio Influencers (e.g. Investment gurus. Any interest in signing up, Danny Deadlock?). These will likely be the 50 cents per click kind.
This is targeted advertising at its best. The revenue model is robust, and the potential is tremendous (IMHO).