I think this is an interesting insight: Google is, in a way, competing with the pages it links to. If you can find the info you want, and click on an ad while s

I think this is an interesting insight: Google is, in a way, competing with the pages it links to. If you can find the info you want, and click on an ad while still on a google owned domain: they make more money. We've seem some shots fired in this battle already. In the earlier days of google search for something with a clear cut answer, and you'd likely see the answer in the summary. Sites missed out on that traffic so they started moving the answer lower down in the page, with poorly written teaser summaries in the results. Now google is showing a large block at the top of the page with it's guess to the answer at the top.