A little extremist, but an article of 2008 seems that explain the Getty/Google deal and the new search in Google. What worries me, are the next deals announced between GI and G; and probably other partner will follow the path. I'm curious to see how and if, in the future agencies will defend their assets.
At the moment google win, but never say never...
http://www.ideasinactiontv.com/tcs_daily/2008/01/google-the-destroyer.html
http://musictechpolicy.wordpress.com/2013/02/27/thom-yorke-on-google-the-commoditizer/

Great articles, especially the second one