Because it has strong data correlating ad quality and skip rate, Google believes that giving users the option to skip ads will encourage ad companies to make higher quality ads more suited for web audiences, which will ultimate improve effectiveness.
My primary concern however remains in the concept of interruption marketing that places the ad prior to the viewing of the selected content. By doing so, you have interrupted the flow of the user’s intent and experience. I much prefer inflow or embedded advertising.
This is similar to the often 5 minute gap between inserting a DVD/BR vs. actually seeing the movie. Often by the time the movie starts, the mood changes. Best to let the viewer enjoy the content in the intended mood vs. disturbing that process. I honestly believe that this drives less resentment in the embedded marketing.