Is google sounding the death knell for comparison shopping finance affiliates?

Google just released a mortgage comparison shopping tool in California.

Whereas previously the search term would result in a list of indexed publishers offering comparison shopping services search results now include Google’s own site.

This is not a free service as Google is licensed as a mortgage broker in California.

I can’t help but wonder how this will affect other mortgage comparison shopping sites who now have to compete on a playing field owned by what will be the largest competitor.

It will be interesting to see whether challenge is brought claiming unfair competitive practices as clearly Google would have a distinct advantage over its competitors if they chose to place their own results higher than thoseof other  indexed or paid competitors.