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With the new program, Google intends to offer the resellers training, support, and tools for integrating Google Apps into customers' infrastructures, including APIs for tasks such as directory synchronization, migration, reporting, and single sign-on. Resellers, in turn, can bundle in their own services and support and maintain a direct relationship with customers.
And it so happens they've been referring to outside consultants for development using their apps for quite a while that I know of. This sounds like it's all now being structured into a formal business model.
More details at Network World [networkworld.com].