I didn't see a post dedicated to this yet, and I'd like to get a discussion going.
My primary question: Why hasn't anyone done this yet?
Impulse TV is a video service built into the Impulse client that offers in-depth discussions of select Impulse games from former gaming news site personalities (namely, former IGN PC editor-in-chief Jason Ocampo). The videos fall somewhere between video reviews and advertisements. The videos do not provide critical feedback as much as they demonstrate games to users to better inform users of the games, in order to generate user interest and push sales.
It is a fantastic idea because it helps answer an important consumer question (especially regarding niche or independent games): What exactly is this game, and why should I play it? Many of the smaller titles on Impulse are not reviewed by major games sites, so players often have little idea of what to expect in games, if said games do not have demos (or if users are not interested in trying a demo).
Very neat.

Yeah seems cool to me.
Video here: http://www.youtube.com/watch?v=GoeE3nXNbgA
Sony is already doing it with Qore, though.

Thanks for the video. Yeah, I was specifically referring to the PC digital distribution market. Doesn't Xbox Live have something similar? I don't dabble in consoles much, I must confess.

Probably because youtube is full of people who do these things for free.

I think integrating the service into the client is a step beyond leaving it to users to find videos that may or may not exist, of varying quality (not just video quality, but quality of presentation).

It's free. :P

You had me at "former IGN PC editor-in-chief".

Yes, Stardock has said it was inspired by hunting down Youtube videos themselves. It's just easier to have it in one place, and with unique features.

Plus, these videos are fun. Good narration makes a difference, folks!

My question would be: why should I watch it?
As you mentioned, it's somewhere between a review and advertisements. For an advertisement a video with ingame footage as used here on GoG or your standard gametrailers, still works for me - if a game doesn't get my interest this way, it probably never will.
However, the review part I simply couldn't take seriously, as they're trying to sell it. For that I'll still rely on independent sources and yes, even for niche or independent games there's enough around.

The videos are great for giving you a strong idea of what to expect in terms of gameplay. The narrators demonstrate the various features of the game and how said game is unique. Thus, if you want to learn more about a game through an entertaining video, it is a good option. The entire video consists of gameplay combined with informative and light-hearted conversation.

Jason Ocampo was also an editor at Gayspot. As far as I can remember, his reviews weren't that fantastic, and some were somewhat half-hearted.
Still, it's nice to see such a service on Impulse.

"Knowing "no one expects it to be objective", Stardock says the overall purpose of it is to "let people see games and software as they really are" in order to make informed purchasing decisions." (via)

I think it's a nice idea and the presentation is slick. However, I've watched a few of the reviewsertisements now and by not really being an ad and not really being a review, they are just kind of hard to take seriously. Just watch the review for Kitten Sanctuary. It's comical to watch these guys try to pretend to be interested in the game enough to bother even talking about it.

Kitten Sanctuary is a tough one. Stardock employees have been plugging that game for a long time, so I didn't find the praise in the video to be disingenuous.