I woke up this morning and someone sent me an email about this, Google is taking on Mortgages. It's limited to a few states and it's not as interactive as other sites so time will tell if buyers will flock to it. It's not currently offerrred in Georgia.
Here's my thoughts on it, if you care. I don't want to go to far out here and say that LendingTree buyers are less sophiticated than folks who get referrals, but it would seem so. Instead, this Google offerring seems to target the bankrate types of people. I think it will ultimately fail in generating the leads to it's sponsors at the INITIAL offerring but watch for it in the coming months and years.
With all the Google talk, don't think real estate domination isn't behind, with Google in talks with Trulia and others.