Perhaps they are talking about a shift[1] in focus in how Google makes money from just presenting ads to actually delivering end-to-end shopping/procurement/vending.

I know it is already possible with cost per lead and cost per action but "fulfilled by Amazon" is definitely a threat for Google if it gets too big.

[1] the same thing as Robert Scoble did when he was talking about Google glasses a few weeks ago

I understand what you mean, but the recent push to charge sales tax in the US -- and with huge companies like Amazon actually _supporting_ this -- is a signal that ecommerce has matured. It's the future in the sense of being the new normal for the foreseeable future, as opposed to being a new disruption.