Google launches new search site

Google has created a search site without any Google branding to test new features. The site, SearchMash, has a simple blue and white interface with a search bar and an option to click on "popular searches." Once keywords are entered, the results page features links to results running down the left side of the page and the top three image results on the right side.

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Is this a new trend?, is this a sign for changes happening in the search industry, is this the Google's web 2.0 site?