Google and ITA were in a rush to get the product out there and they acceded to airline demands to keep the OTAs and metasearch companies out of the mix.
Some airlines feel more vehemently about the issue than others.
Now, however, Google is looking for ways to monetize the service and to transform Google Flight Search into more of a level playing field between airlines and intermediaries.
Read full story at: http://www.tnooz.com/2011/10/25/news/google-flight-search-suddenly-online-travel-agency-ads-appear/