Jeff Jarvis' new book (150 pages through it, and it's very good so far) is called What Would Google Do?
The real title ought to be What Won't Google Do?
Google already provides tools galore for Web development and an embeddable (is that a word?) search engine. Now it is providing a tailored Google News headline code for blogs.
Google asserts this spreads content to other audiences and permits bloggers to fetch content to suit their audiences. Of course, it also spreads Google that much more into our lives.
I'm going to try a media/journalism/news/online/newspapers headline feed with it and see how it goes.