In reply to Mark Bull:
I have been trying to get my head around this and had the opportunity to test it today, obviously hills can slow you down a lot, but I think the numbers mentioned are way too generous.
Firstly you need to look at like for like surfaces, so road with road, trail with trail and comparable fell terrain. It definately doesn't work for the road, I have done loads of 10ks with 200m+ of ascent, adds no more than the time it would take to run 500m, not 2k.
I guess this is really aimed at off-road terrain. I ran the Hebden today, about 36k and 1300m of ascent, mainly on very muddy tracks with descents that required care in the conditions. According to the numbers mentioned in the thread this is equivalent to 49k on the flat. For various reasons such as not feeling great at the start of the race and a few navigation delays, I probably ran 20 minutes slower than I could have, but even with the time I did record, I could never run 49k in that time on similar, but flat trail / fell terrain.