Malware is starting to use this for targeted attacks:
A new variant of the Waledac worm uses an email message claiming a "dirty bomb" explosion in order to tempt the gullible into visiting a maliciously-constructed website posing as the homepage of news agency Reuters. This website uses a GEO-IP lookup to customise the story so as to appear that the explosion appeared in a city or location near the surfer viewing it.Of course, the link in the email points you to a web site that tells you that you need to download something to "view the video". The download is the malware package.
We've been seeing advances in this sort of Physhing technique for several years, as the Bad Guys use psychology graduates to craft a more effective message.
Any time you're told that "you need to down load xxx" to view a video, you're under attack.