Google is trying to appease regulators and antitrust organizations on both sides of the Atlantic. The European Commission has been building a case against Google for years, sparked by protests from obscure search engines about the fact that they weren't placed better in the Google results.
The latest report indicates that Google is trying to appease the blood-thirsty Europeans, who went against Microsoft, Intel and others in similar lawsuits, with some proposals, hoping to reach a settlement.
Google is now offering to "label" its products on its search page. You know, for the people that didn't realize that "Google Maps," "Google Finance" and so on were owned by Google.
The move would have no effect whatsoever on how people use Google, but if it appeases regulators, Google will do it. Obviously, Microsoft and other Google "competitors" are not satisfied by this.