Google's Transparency is Inexplicably Opaque

Reading phrases like "the spirit of transparency" on the official Google blog today, I'm a little perplexed by their press release, Google AdWords Announces New Content Placement Reports for Advertisers, which reveals a decided lack of transparency (note the phrase I've highlighted in bold):

In an ongoing effort to provide more transparency to advertisers, Google announced today the availability of a new AdWords report, called a Placement Performance report, which enables advertisers to see the exact sites on the Google content network where their ads appear. Placement Performance reports also provide site-by-site performance metrics – including domain, URL, impression, click, conversion and cost data – as well as aggregated metrics for traffic generated from AdSense for domain sites.

Why is Google being opaque despite claiming transparency? Do they not want to reveal their hidden ad network? Is it spinning too much straw into gold? I had a good laugh reading Niki Scevak's post noting the irony of this announcement:

You can’t help but smile at certain comments by Google, home to the veritable oceans of Phd scholars in computer science research and highly skilled software engineers... Imagine the sophisticated the technology needed to split out direct navigation sites!

Hmm, I might not need this Google content advertising tracking script anymore.

Apogee Tags (made w/ TagBuildr): google adwords, adsense for domains, direct navigation, placement performance report, content advertising