Google is turning more and more into a lead gen company every day. They have been testing something similar with insurance, hotel bookings and solar. Soon enoug

Google is turning more and more into a lead gen company every day. They have been testing something similar with insurance, hotel bookings and solar. Soon enough search results will be dominated by Google's lead capture pages/forms and those leads will be sold to 3+ companies. If Google is confident about being able to capture the leads, they can make a lot more money from this approach vs what they make from a click. If they continue to go more into this direction, would that make them more of a marketplace vs a search engine?