Google announced they have purchased ITA for $700 million. ITA is a flight information software company and will enable Google to "work on creating new flight search tools that will make it easier for you to search for flights, compare flight options and prices and get you quickly to a site where you can buy your ticket."
The truth is, this may be the beginning of the end of other travel web sites. And Google knows it. Which is why they are already creating web sites specifically designed to convince the public that this is a good thing and the FTC shouldn't block it.
Greg Sterling feels that Google will be under a lot of pressure about this deal and it might ultimately not be approved. I guess time will tell, but flight sites need to prepare.