This might fuck up traffic for reference sites. Would make SHALLOW searching the new standard...
http://googleblog.blogspot.com/2010/...arch-more.html
Google Squared is one of our early efforts to automatically identify and extract structured data from across the Internet. We've been making progress, and today the research behind Google Squared is, for the first time, making search better for everyone with a new feature called "answer highlighting."
Answer highlighting helps you get to information more quickly by seeking out and bolding the likely answer to your question right in search results. The feature is meant for searches with factual answers, such as [meet john doe director], [john lennon died], or [what was the political party of president ford]. If the pages returned for these queries contain a simple answer, the search snippet will more often include the relevant text and bold it for easy reference.