Just based on what I read it seems they are making it a little tougher for someone to market one ad campaign nationally or globally since it predetermines relevance based on geographic location now. Maybe it does work better...its hard to say!
I noticed this change when first was introduce, as I have few PPC campaigns running. I think now it is more difficult to get a "great" quality score than before; because it seems that landing page has more importance. I am not 100% sure about it, but this is my impression after few weeks of campaign.