Google becomes a Super Affiliate

A new service, currently in Beta, from Google could either be very good or very bad for affiliates. From what I've heard Google doesn't like affiliates. Could this be because it wants to be the biggest super affiliate of all?

http://www.affiliates4u.com/blog/articles/google_merchant_search_beta/

This blog post is from a UK forum and shows how, when the keyword 'secured loans' was searched for, Google provided a comparison tool. The companies shown in the search results have to pay to be included.

This service is definitely something to keep an eye on in the future.