This a pretty serious deal for all the mortgage leadgen guys. These ads are directly in competition with them and the top-of-page placement means that they pre

This a pretty serious deal for all the mortgage leadgen guys. These ads are directly in competition with them and the top-of-page placement means that they pretty much have to participate in this or they'll simply lose traffic as users are siphoned off through this product. Google's most certainly pissing off some of their very large advertisers here.