Whitey - 3:01 am on Sep 14, 2012 (gmt 0)

Wow. Where will this stop?

Hard to say. The squeeze is on at more than this level.

In Australia, car insurance has just been introduced by one of the only two major supermarket chains. You can buy your groceries, petrol and now you insurance in the same place. So you have polarisation at both promotional and brand level coming on strong which will ultimately reduce the number of players left to serve results into the SERP's.

I'd think UK/Europe has something similar. Not sure about US/Canada.

The fight is also on for Google to interfere with the disintermediation process' since it is not in it's revenue interests to see consolidation of brands for advertising revenue purposes. It means less revenue.

Where will it all stop ? Hmmm.... perhaps when market canibalisation takes place. But the market will adapt somehow.

Question : .....With these Google comparison tools, can someone tell me how Google can make money from this.