How do you treat the Sponsored Results in Google?

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I was just wondering if the sponsored results comming in Google on top of other normal results really attract any intrest of the person. Personally I have always had a tendency to ignore the sponsored results section on the top and look at only the normal results section after that seperator line. Is there any one else who show this tendancy? or is it just me?:-P Do u people think the seperator line cause a bad side effect for those who sponsor the searches?? So the discussion is on.. please contribute well dear friends.:-)