From what I have read about Site Match it just smells bad.
I am okay with doing PFI. Alternatively I am okay for doing CPC for certain key terms. Making me pay for both? That sucks.
The way I understand it is that you pay for inclusion and then your site is ranked according to its relevance. That makes sense. Now the problem comes in with having to pay for every click you get.
It is okay if you get a ranking for a prominent term at the bottom of the first page or the beginning of the second page based on your design of your site and the good info you offer. The problem is that you get “penalized” for creating to good a page.
It might kill your business for example if you get the number 2 position for “poker” for instance. It is fairly targeted, but not that targeted. If you get 2000 clicks that day on poker and you get one player for your efforts, you have to pay 0.15 x 2000 = $300 as a “penalty” for creating a relevant page.
My opinion: Complete and utter BS.