Let's hope so.
BBC iPlayer is a great addition to the PS3. I use it loads for catching up as it's more convenient than sitting in front of my PC or staring at my laptop screen. If Ch4 do the same thing it may inspire other providers to join in and offer content conduits through similar devices (XBOX, Wii).
We have to sit through adverts anyway when watching anything other than BBC, so watching a repeat of a programme, complete with ads won't be too much of a hardship (as long as we don't have to pay for access, as with Sky).
Yep, thumbs up from me.