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Awesome coverage by Danny Sullivan. This is going to piss off a lot of retailers.
Piss off retailers? Naaaaaahhhhhh
Last year I predicted that Google might become "ads only" soon. This is another step in that direction. As they monetize more aggressively each day they may soon charge for all kinds of "free" products. That's the long term business model of free. Offer it for free so that you crush competition and when there is none left charge as much as you want.