You've got to hand it to Virgin. They've brought pay-as-you-go cellular billing to a country where no one thought it would take off. Kudos. Now they want to give you free airtime for watching web commercials. Seems fair.
There are a number of services that have been trying to pull something like this off, nothing that is still clearly a contender in the pay-as-you-go space, but let's see how Virgin does it, shall we? I'd watch all kinds of web junk—Virgin is working with XBox, Mountain Dew, and Truth to supply content—and it seems like a painless way to get free minutes. In fact, if I could get 15 minutes of my life back for having watched the Origami videos, I'd be a happy man.
Product Page [Virgin]