Google has some other companies up in arms with a new feature that keeps the search engine front and center even when results are coming from a merchant’s website, the New York Times reports. Google’s new search-within-search feature brings up a search box that keeps the user with Google—which often shows ads from that site's competitors at the same time.
Analysts say the new feature helps users save steps and clicks, and could even increase traffic to websites. But critics say it's overkill. "Google is showing a level of aggressiveness with this that’s just not needed," said one consultant. Worried that competitors could siphon off customers, a few sites have asked that the feature be disabled, a request a company spokesperson said Google has honored.