Google aims to consolidate the main search results and to build an universal search engine that ranks all flavors of content. As Larry Page mentioned in January, "we are working on integrating different types of results -- video, images, news, books and so on -- all in one place. We are now blending book results into the main index and we will add more going forward. We are excited about providing a truly seamless user experience in search."
For the moment, Google only assesses the importance of the results from the OneBox, but the next step should be removing the OneBox and integrating the results. While it may seem that Google compares oranges and apples, when you search for Travis, you may want to see web pages, videos and their next concerts on a nice map. Like in an encyclopedia page built on the spot and custom-tailored to each user.
