I am not sure how they are using it. I have about 10K different products. After implementing it I have seen some strange patterns. It is hard to describe, some items sell like normal and then some do unusual things. One item never sold but now I sell a few a day which is strange. Others go in streaks where it is a mad rush with people buying 25 per order (which is strange). We have noticed that at times it can wipe out your inventory of select items. It is hard to say if it is the structured data or Google's machine learning or that with a combination of Adwords. I can't say I saw any ranking difference.