Sachin, if I were hypothetically your in-house SEO, and I read this post at 3 AM in the morning, I would call you on your cell phone and wake you up. The potential for business-level risk terrifies me.
My guess is that you get a huge portion of your traffic from Google. Google needs the Internet's link graph to work. Dynamically retargeting links would be a catastrophe for Google if it caught on. It is possible that Google will say "Well, that is our problem", but I wouldn't predict that based on their previous behavior.
Google Ventures is a semi-autonomous fund. I would say that their participation does not necessarily imply synergy with Google, nor does it imply that Google's search team has vetted the impact on their results.
They really thought this through. I was wondering why they didn't implement the "technology" in-house, without having to split their ramen with VigLink, but it looks like a well played position.
Since the changes are made using Javascript, would Google even notice? Meaning, wouldn't their link graph be unaffected? I doubt they run each page through javascriot when indexing (then again, this is Google).
My guess is that you get a huge portion of your traffic from Google. Google needs the Internet's link graph to work. Dynamically retargeting links would be a catastrophe for Google if it caught on. It is possible that Google will say "Well, that is our problem", but I wouldn't predict that based on their previous behavior.