Look at the following search result: http://www.google.com/search?q=costochondritis Notice that the URL displayed under the search result, the URL of the link, and the URL of the final page are all different. Google is saying it's alright for them to setup a "custom" URL to display (google.com/health) then use a variable off google.com (to take advantage of google.com rank) to redirect to a final page that has essentially zero ranking in a traditional sense and should be nowhere near the top result. Not only that but they also get to add a picture under their search result which basically no other site on the internet gets? Of course, the exception to this is YouTube, Google Images, etc which get to display visual information in search results. This isn't going to be pretty if Google keeps expanding and using their own search engine control to advance the sites they create.