My 4-year-old daughter sings this song: "Love is something when you give it away you end up getting more."
Google gives away love in a big way. It gives away its news feed. It gives away the ability to create custom search engines (Google CO-OP), it gives away the ability to monetize the creation through AdSense. And it ends up getting more -- more money when people click on the ads. Maps, video search, book search...it's all there to use.
I woudn't be surprised if at some point they throw the floodgates upon and let anyone set up their own full featured version of Google in the same way they have given a limited set of APIs.
Web 2.0 has made the notion of content existing soley on a destination site passe. However even syndication through widgets to drive content back to the originating site getting old. Google of course has this base covered as well through Gadgets. However perhaps companies and the entire web community would be better served if content publishers could syndicate the content and let everyone share in the resulting revenue. That would truly drive innovation.