Why Google has more to fear in travel than just regulators
What Google does, matters. However, we seem to be missing the long-term picture. Google is mainly great at keyword based search.
Mobile search is much more about location. Ecommerce search will be much more about your social connections and their experience with the same product.
If I am still typing in keywords in five years time I consider that as bad as travel agents still typing in cryptic command line messages for flight/hotel bookings. (And, yes, I understand the efficiency argument about an expert using a concise well matured language).