[mrweasel]

A large number of people can't tell ads from search result, so the difference isn't that big in in practice.

I am really interested in how this is going to work. Unless the buy button sends people directly to a reseller Google is going to drown in customer support. Trying to make customer understand that despite you buying this one Google, you didn't buy it from Google is going to be VERY tricky. Likewise handling returns could be a major pain.

From the business side I just hope that payments are going to be more business friendly than PayPal.

[nitrogen]

A large number of people can't tell ads from search result, so the difference isn't that big in in practice.

In some cases this can be caused by the background colors chosen for ads being perfectly eliminated by cheap laptop LCDs at slight vertical angles. The pale yellow or blue completely disappears to white. I wouldn't be surprised to learn that A/B testing of colors stumbled upon the perfect color to disappear into a cheap LCD screen ;-).