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Our search results are based on the criteria you provided in your request; we compare your request with our list of participating providers, and show those that are most relevant for you. Participating providers pay Google when someone requests a quote through this system.
Google Merchant Search beta [google.co.uk] (click 'take a tour' for screenshots)
Basically, it's Adwords with a comparison search engine built-in (currently only for secured loans from financial services providers). Already attracting a strongly negative response from affiliates as might be expected.