Today I was using Bing to search for a topic involving medicine, and I clicked on the Mayo Clinic link (it was either the first or second search result). A complete illustrated article then appeared on Bing (not framed, not a new tab or window). It was nicely formatted, with the message at the top "Article provided by Mayo Clinic." The clinic's logo appeared above the article as well. The logo was an image link to Mayo home page. But I don't think the typical user would realize it was a link or try to hover/click on it.
I assume MS licensed this content from the clinic at a price, right? And I assume what they're paying for is to keep users from leaving Bing, right?
Has anyone here seen other content presented in this fashion? Is this the future, comrades?