TypicalSurfer - 5:59 pm on Aug 25, 2012 (gmt 0)

After all, when you are ready to buy, you go to comparison sites. I think Google is headed in that direction with Merchant. It could mean a bigger piece of the pie for them.

How does a pay-to-play "comparison" engine drop costs for consumers? The merchant participating in the scheme is adding to his cost and passing that through. The market is a lot smarter than that .. actually the market is smarter than any centrally planned web economy (google).