What if Google were to offer something that would further revolutionize custom site search? Take the power of Google Base and offer that information as a custom site search engine.
Company XYZ sells multiple items and they utilize Google's custom searh on their site, w/ no ads. Someone searches for a widget. Results come up with several widget pages. Why, because the widgets are offered in different colors, etc. and they have pages for many of them. Some of their pages have multiple widgets, but you can't really see the full spectrum of widgets all on one page.
If they had Google Custom Base Search on the sitek, then Company XYZ could allow customers to seach for widget, then display the product itself along with info, price & Google Checkout, rather than textual links which take them to a page where they hope they'll find information about all of the products. It may very well be just the sort of widget-A vs. widget-B vs. widget-C comparison results that satisfies the consumers taste buds and allows for faster easier sales for company XYZ. Similar but not completely like this link: [google.com...] but remember this would be on YOUR OWN site, w/ no ads.
Now, having said this I think the CBS would have to have the ability to search only the products company XYZ has listed in Base. And display those results in the similar fashion but with no ads. In all fairness this would apply to ANYONE who offered a value site search, with no ads.