It got me very excited for lots of reasons. Here are a few:
1. It's a great ad. It's interactive, it's useful, it's got prices, it's not flashing or jumping around. This is content as advertising.
2. It's amazingly targeted. Star Trek items on eBay advertised next to a Star Trek trailer - yes, this is how I want my ads (and this is how advertisers should want them)
3. It's from eBay - generally I've not been a fan of their ads, but this is exactly what they should be doing.
This is what I was hoping for when Google bought YouTube. Let's hope we see a lot more of it.