Im surprised this isn't getting more attention

It's actually getting a fair amount of attention (do a Google Search, and you'll find any number of articles on the topic).

Those of us who don't have access to the WSJ article can read more at:

[marketingland.com...]

yeah I found it on Bing

When Google Shopping went PPC and Google Checkout got dropped, I wondered why they didn't keep Shopping free but integrate it with Checkout.

Instead of sending customers to websites, they could have kept them on their own site, showing the company logo.

This way, they wouldn't have to check prices are correct. Upload a wrong price and you'll get paid the wrong price.

There's some work to do if that's going to be a competitor to amazon. Although there are some parts of amazon that are weak, there are few strong parts of the shopping experience at Google.