Trend Micro and Web Reputation/Cloud Services?

The thinking goes something like this:

Most malware comes from a website or leaks back to a website.
A/V vendors are struggling to release patterns quickly enough to deal with the threats.
Even if they can react quick enough, at some point the patterns become too big or the client becomes too slow etc.

Not seen too much mention of this and wondered what peoples views were on it, more as a method/technology than Trends specific implementation?

 

I think someone put it best on the forum here is a quote when it was announced here.

also here is the full Posts from threads here.
https://www.wilderssecurity.com/showthread.php?t=217226

and here

https://www.wilderssecurity.com/showthread.php?t=212648