Google testing new assault on Organic with expanded PLA's

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A post over at Search Engine Land by Ginny Marvin shows a new test by Google on their paid listing ads. In the screen shots you can clearly see the arrow pointing down towards the organic listings, when clicked this expands out and shows even more PLA ads and shoves the organic listings down. Of course this makes for a terrible user experience in terms of finding something organically. But the retailers involved in PLA's should be equally as unhappy about this as I am, with enough product listings Google could effectively eliminate the need for users to ever visit a website in one of these verticals drying up non-branded organic traffic along the way and reducing the ROI of their entire digital marketing campaign.

Agree? Disagree? let me know down below