I think at some point Google realized that it could do a better job at answering certain types of queries for the end user than just showing them 10 blue links and this is the case when there's high shopping intent. If the end user (average) gets a better experience, then why is it wrong for them to promote G! Shopping? Also, Google has always maintained that it aims to organize the world's information. When you're shopping, that data can best be organized as a combination of availability, price, shipping options, etc.

Let's assume that your mom was shopping for the Nikon D7000 and only clicked on the organic results:

1st result: DPReview - Review site with comprehensive review of the D7000. Price/Purchase options at the bottom are not as comprehensive as on G! Shopping.

2nd result: Nikon - Bad pricing options, enjoy paying full retail.

3rd result: Amazon - Basically same as the 1st since Amazon owns DPReview but it's a good shopping option.

4th result: Wikipedia - No pricing options, pretty bad result if your aim is to shop.

Now compare that to the Google Shopping result: On the 1st click, I can see: - Pricing options from many stores, including local ones that carry it. - Aggregated reviews across the web (editorial reviews means from magazines/publications vs. user reviews from normal users) - Seller ratings so I know who is reputable and who isn't.

At the end of the day, I think the average user would have gotten more information and more pricing options than if they had to click on a link to a bunch of different stores or third party sites.

I think it's fair to say that it's harder and harder to get to the top of Google without paying for it and the heyday of SEO-driven business models may be at its end in many categories.

Just my 2 cents.