What I do plan to bring to the conference is a bit of perspective from advertisers. As much as searchers may be misled, deceived, or simply confused by what's shown on the SERPs, what PPC providers don't disclose to advertisers is just as disturbing in many cases.
How many PPC advertisers think they're targeting search, when in fact a high percentage of their ad displays and click-throughs come from expired domains (or for a couple hilarious weeks, mistyped domains), pop-ups and pop-unders, adware/scumware, etc.? Do the PPC providers openly disclose this side of their distribution network, or do they sort of admit to "having a partnership" when they get cornered? Do they give advertisers any real control over it?
For those who are interested, a study from WebWatch on how and what search engines actually disclose: http://www.consumerwebwatch.org/dynamic/search-report-disclosure-abstract.cfm