What do you think of advertising on Reddit?

I've been increasingly interested in exploring advertising options on social media sites over the past year or so. Facebook ads whetted my appetite, I'm fascinated by the possibilities of StumbleUpon's Paid Discovery service and now I want to learn more about advertising on Reddit. If you're a Reddit user, how do you feel about Sponsored Links at the top of your favourite website?

If you're an advertiser, have you advertised on Reddit before? How did it work out for you?

Thanks to everyone who responds!

-Parker