SearchEngineLand just broke a story about a new service Google has is Beta. Google Merchant Search. It's a comparison shopping lead gen service that currently only features loans from financial services providers. "Participating providers pay Google when someone requests a quote through this system." I wonder how affiliates doing PPC to loan lead gen programs or Google Adwords loan advertisers are going to feel when this Merchant Search page comes up triggered by the keywords they are paying to advertise on? Isn't Google competing with the advertisers? Wonder what mortgage lead gen companies think since they do largely the same thing - offer consumers quotes from different lenders. Competition from the big G can't be good news for them.