Well now, at the moment it is just a pilot program (heh)
But lets assume it doesn't say that way and someone around here needs to search for something like oh
Visual Studio (something or other)
Xcode git integration
Now imagine the glorious Microsoft or Apple ad covering 88% of the screen.
Still don't see the problem? An ad targeted the way this one is isn't useful for anything other than gauging reaction. For it to be useful they will have to show up on related searches, not ones that are specifically for that product or service.
Just tried a few searches. 'Visual Studio' brings you to it's product page, as well as MSDN. 'Visual Studio' + an additional search term brings up only 'search' results...
I just did a few searches for educational topics, got no ads. ... I would say there isn't a problem...