I gave up on Scoble a long time ago, roughly when he was babbling about how important "social media" was but not actually saying anything of any actual interest. He likes to use words like "engagement" a lot, which does suggest he may have a case of cranio-rectal insertion.
The notion of "better ads" is interesting. My brain refuses to notice the ones that AdBlock doesn't, err, block.
He does seem moderately silly, and not in an endearing or amusing way...
 In internet time. Currently anything over a month, though in Scoble's case, it was probably longer.