Over in a Google thread somebody mentioned a multi-column layout.T his made me think of the little programs that let you evolve biomorphs (or textures, or anything else that can be described by a suitable algorithm).
Not sure whether a searcher wants more transactional results in their serp, or perhaps an extra dollop of informational? Brands vs diversity? Serve up multiple results in several columns and note which column they click in most often - average across searches/searchers you've decided are similar.
Might even get me to widen my browser from 800px (half my screen)!