It works just like any other CAPTCHA, but it shows you a picture of a product the Xbox 360 in an example from Microsoft and asks you to type the name of the product you see.

Todd Bishop at TechFlash points to this and actually another mention of this concept from as long as four years ago, at Ad Lab, which simply presents the concept, showing logos for Tide and UPS. Clearly this is a concept that has been around for some time, but you dont see it very often, and you have to wonder why that is. Theres no question that the CAPTCHA is intrusive, and perhaps brands wont always want to be associated with that kind of advertising, but in reality, its not the ad itself that is intrusive. Its the step of completing the CAPTCHA form, which is already there.