It begins (already) with Froogle. "This is a smart move by Google. Segmented search is the future of search," said Ken Cassar, senior analyst at Jupiter Research. "The universe of information that the Web has to offer is simply too vast to be able to effectively handle very specific inquiries efficiently without segmentation." Google Feels a Little Froogle
"The Google Viewer displays the pages found as a result of your Google search as a continuous scrolling slide show."
"Google WebQuotes annotates the results of your Google search with comments from other websites."