Google is way more than just a mere search engine. They are aggregators of information. The sheer depth and breadth of the info they possess is as valuable as their worth as a mere search engine.
The patent covers a lot of ground. If nothing else, it gives them cover for SK type issues. With that laundry list, they can justify just about anything in their results.
I wonder how many new backlinks Amazon will get this week as webmasters chase willy nilly after the holy grail? Will the spikiness hurt Amazon? ;)