Most of you are probably very familiar with Matt's take on paid links and the 'Google Perspective' thereof. For those in the dark, the mantra has always been to report paid links via the Google spam report forms, always provide a machine readable way to disclose you have paid links (e.g. redirect link or nofollow), and it is preferred to have a human readable way to disclose any paid links (e.r. label text links as paid or sponsored). Knowing that, his message in this video may be surpising.