Yell to sell Google Adwords

I've just heard that Yell soon to start selling google adwords to small and medium sized businesses. This seems like a very good move for Yell given their obvious contacts database but is it a bit of a cop out and ultimately, once they've switched people to adwords are they putting themselves in a risky position moving forward?

Unless they have plans to be aquired by google at some point I see this as a pretty risky strategy despite the short-term gains. Time will tell.