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So why isolate Froogle?
Any other result would be inconsistent.
And in any case, these types of results are clearly marked, even to a regular searcher IMO.
I feel like the lone Mac owner thrown into a room filled with PC users ( or the lone Windows user in a room filled with Mac advocates. ;)
To those of you that are currently submitting Froogle Data Feeds, the new look is beneficial to you. The Froogle tab is on the home page. If the user does not select the tab, he is given another opportunity when the first page of SERP's appear. Traffic from froogle should improve.
For those that are not currently listed on Froogle, each distraction on the results page will filter users away from your site.
As far as the search engine knowledge of the typical user, many do not understand the differences between featured sites, sponsored sites or web directory sites on MSN. PPC means nothing to them. The reason google, ebay, and yahoo are in the top ten search terms, is that many users go to their default page in their browser, type in the term and then click on the link in the SERPs to arrive at the home page. They are not aware that you can type in the URL in the address box.
To the typical user and not a senior member of WebmasterWorld this is designed to blend in with the regular results.
My opinion exactly, it's starting to look like Google have given up on the normal results. News / Froogle are extremely prominant. Google must be planning to charge for Froogle inclusion in the long run, otherwise they are losing valuable ad space.