Scoble is calling for the same thing on Facebook that I've seen lots of marketers yearn for: ads that are more tightly tied to the specific person or thing you're looking at:
Imagine if advertisers could “buy people.” I just clicked on Ryan’s profile, hes into Running and Golf. Why don’t ads for running and golf gear get put onto his profile? Wouldn’t that make sense? He’s also a software developer. Where’s the Visual Studio advertisement? He’s into video games. Where’s the Halo 3 advertisement? Translation: Facebook needs an advertising platform and it needs one in the worst way. I’m not going to even look at the ads until the ads are tied to the people on Facebook. Facebook knows what we’re into, put ads for those things onto our profiles and messages.
There are some obvious issues (like the periodically hilarious contextual ads you get from Google), but there's a deeper one as well: make this suggestion in a group full of non-developers and non-marketers. Now, watch the reaction and you'll see what I'm on about.