Did I Just See the Future of Advertising?

Have you ever seen the ability to capture leads directly from search before, with email subscription directly in an ad? I just saw this on Google for the first time while sleuthing around trying to figure out the Decide.com announcement apparently happening tomorrow morning. I can't currently find a way to create my own lead form in Google Adwords, and I haven't ever seen this on any other search result. Is this the future, capturing leads without ever leaving the search results?

Looks Like It Worked

Subscribing to the email newsletter doesn't take you off Google to Decide.com, you get a confirmation right in your search results. Google on!

Not Sure How I Missed This

The SEOmoz community were among the first to play with this feature, as one post in this thread says:

Yep its a communication ad extension - it wasn't open to all advertisers at first. You need to check in your account to see if you can add this extention in camp/adword settings if you dont see it then contact adwords support, it was trialing, but might now be live for one and all...

It sounds like this feature is still in beta and limited to certain accounts. If I were so lucky as to have an account manager I'd hit him up, but in the meantime I'm curious to see who else is playing with this feature for customer aquisiton. It seems powerful.