Good points in both cases. For approach #1, I do think the Google example is somewhat analogous—ideally we'd survey all existing options more and more effectively, and explicitly call-out our "sponsored links." The incentives are more clearly aligned with the seekers in approach #2, but we're still in the early stages of exploring the willingness-to-pay or willingness-to-revenue-share of our users.

Our near-term goal is to grow the pool of seekers as quickly as possible and test the viability of both approaches. Having worked on some products that people like-but-don't-love, this one is much easier to market because the users genuinely love it.