Summary: If you’re in a game, or on a web page, you no longer have to leave to use PayPal to fund your purposes. Instead, using a new tool the company just introduced, you just have to click on the pertinent link. That will trigger a PayPal pop-up, through which you approve the transaction. All without ever having to leave Farmville.
My Take: PayPal seems to have passed 4th gear in order to compete with bill issuers wannabes… Many people wants the mobile bill relationship with the customer (see User Currencies and Log-in/Credentials in DiCoDE…) and this will be a tough fight!
Links: http://gizmodo.com/5674769/paypal-enables-impulse-buys-with-in+site-and-in+app-purchases and http://www.businesswire.com/news/home/20101026006381/en/PayPal-Unveils-Payment-Solution-Digital-Goods and http://www.fastcompany.com/1698131/new-paypal-system-makes-online-impulse-buys-even-impulse-y-er