In addition to seeking personal information, Google representatives said they would do more direct sales (probably for larger advertisers) but would also focus on acquiring more local advertisers and creating tools to make it easier for those advertisers to adopt AdWords.
This is no surprise, but it's interesting to hear Google say it's going to focus resources on this task. The company has a program, jumpstart, which costs $299 (credited toward clicks) and essentially "outsources" campaign creation to Google.
This is the kind of hand-holding and simplification that SMEs need to adopt paid search. It's somewhat mysterious to me why they haven't really promoted the program.