I was asked why this is happening by some real reporters and I will link to their story later, when it goes live. In short, it is about getting more people to click on more Google ads.
What's next with Google? Change your muffler?
Outside of that, there are some serious concerns about this project. Concerns on the business side, infrastructure side, privacy side and webmaster side. If I had more time, I'd write up a five page document on those concerns, but most of you are bright and can read my mind by now.
Update: Here is that USA Today piece with some quotes from me.