another interpretation: with these steps, google continues eliminating their natural serps. it's the easiest thing to do: just put them out of the view below the fold of page one and you're done.
fill the gap with apps and tools that occupy the commercially relevant verticals enriched with conventional ads. google taking the role of a super-affiliate for the big brands so that natural serps for the corresponding keyword sets become redundant anyway in their view: too little money in the content network. users will even be satisfied with the outcome. less choice but no fuss, no spam, just google and their partners.
all businesses that don't directly sell unique goods or services will be eliminated. the rest will have to pay, either through affiliate fees or through adwords.