Ah, sense! This is similar to Google's move into credit card and mortgage comparison shopping (read: lead generation). Arguably Google is a beacon of transpare

Ah, sense! This is similar to Google's move into credit card and mortgage comparison shopping (read: lead generation). Arguably Google is a beacon of transparency in the latter industry, and I say that as someone who a) has spent time researching the business and b) don't hold with the majority geek/HN view of Google as being the Universe's Love Child.