It is very interesting to see Google buying ITA Software (http://www.itasoftware.com). So far Google built technologies that are content agnostics and not in any of vertical domains. However, it seems that Google strategy is shifting to directly add solutions inverticals to arm itself against potential competition from Bing as well as vertical searches. Google integrated realtime search, social search, comparative shopping etc. Now, it is entering into the airlines and travels. Shopping, Music, travels, health, entertainment, celebrities, etc are the most popular usages for consumers. Are we going to see Google entering in all these popular domains?