I have no doubt that this can and will be monetized, but to be honest, this won't touch google. This site has basically stated that it will be a tool for a smarter audience, trust me when I say that the majority of people we are gonna want to target with our advertising dollars will still be using google.
Smarter consumers = harder sells
Also from the examples in the article, it seems that this tool will be used for more accurate research information. When it comes to those money keywords, I speculate that google will give similar or better results.
Just my two pennies, but of course I definitely don't know the future, so lets wait and see!