Google live search in terms of paid search market

Google live search (results as you type is in action now), Its great to have search faster and easier for users for organic search but how about paid search marketing, the advertiser will end up paying more If you start searching for Web Hosting, when you get to web you get lots of natural “web” results (e.g. web design) plus one PPC ad for Web Hosting. So some brands might want to be careful that they aren’t bidding on terms that get triggered too soon in the process. Another factor is, the fact that a three second pause (In Google Terms) in typing is going to count as impression is going to have huge implications on impressions and click through rates for paid search adverts. Another factor i assume is that reduced search volumes for niche and long tail terms, people will be able to search with less combinations of keywords!