Seems like divide and conquer of the search 'problem'. Credibility & positive feedback to play a bigger role in ranking rather than links and anchor text. If google can automatically take you to a froogle like search rather than generic search when it's relevant, you can see why they'd want to.
Alternatively they could just send searchers to their country's Yellow Pages who already do reviews, rankings etc.
The lines of Google products and solving the search problem are always being pushed.