Sitelinks for Google Adwords

Google seems to be experimenting with Sitelinks for Google Adwords in Germany and the United States. Some advertisers are allowed to provide multiple landing pages. Here's a screenshot to show you an example:

Google has issued the following statement:

As part of our ongoing commitment to help users find the information they’re looking for online, we are testing a feature in which links to various pages of an advertiser’s website may appear within the text ads on Google.com. Presenting multiple landing page options is intended to make specific website information such as gift registries, special deals, store locators and the like more easily accessible to users. It also offers brand marketers a new way to quickly engage potential customers. This feature is currently in a limited beta with a small number of advertisers.

We're curious how they'll handle the fact that conversion rates might be different for each of the landing pages, as well as Quality Score and other factors.

Do you think this is a positive change or will it only complicate PPC marketing?