I'm surprised I've seen no mention of this on the forums (I may have missed it):
Our search results are based on the criteria you provided in your request; we compare your request with our list of participating providers, and show those that are most relevant for you. Participating providers pay Google when someone requests a quote through this system.
Basically, it's Adwords with a comparison search engine built-in (currently only for secured loans from financial services providers). Already attracting a strongly negative response from affiliates as might be expected.