Branding the Captcha

I really dig Seth's idea for a centralized Captcha server everyone could use for free. His monetization suggestion of "Type the brand you see above, please" has lots of potential in its simplicity.
There could be conflict of interests, like being shown a NetSuite's ad whilst signing up for a Salesforce service.

Very juicy and thought-provoking, in typical Seth fashion.

Update: it didn't take too long to see this one implemented: cool, online demo here.