If you are advertising on Google or anywhere on Google's network, and you want to prevent your competitors from clicking on your paid links, you can now specify an IP address that you want to prevent from seeing your ad. So the thinking being, if you can figure out the IP addresses of your competitors' computers, you can prevent them from seeing your ads and clicking on them with the intent of running up your tab. Sounds great, right? Well, not so fast. What's to stop your competitors from walking over to Starbucks with a laptop and using their WiFi network (thereby changing their IP address) in order to get your ads and start happily clicking away? Nothing. So all you're going to do is block your stupid lazy competitors, not the ones who are really intent on doing some financial damage. Nice try though.