Ebay Contextual Advertising

Well, it's happened, the auction monster eBay has decided to enter the Adwords style market. This will put eBay entering the market slightly later than the other major three that have already launched their contextual advertising product.

Google of course has Adwords, MSN has adcenter, and Yahoo has their publisher program. Lord knows the market will be saturated and advertisers won't know where to turn. I forsee this being detrimental to contextual publishers, due to advertisers being able to spread their money thinner amongst other mediums. Am I wrong?

Ultimately, I feel the price per click will go even lower, rather than higher. Still, the winners will be the home companies, ala eBay and the big G and others mentioned here.