Google has always had a reputation for unique products, and after ready about their quirky corporate culture, it makes sense. Not many corporations who are as successful as Google list corporate values as vague and informal as "don't be evil." However, with this uniqueness comes an approach that has shown to be profitable, if not somewhat puzzling. I thought it interesting that Google ensures that their search results are uninfluenced, but that they take such an active "ethical" stance on what they will advertise. Being considered a young, trendy company, Google also has the advantage of having somewhat of a "cult" following of users who anxiously jump on the bandwagon to use and promote whatever about Google's latest idea is.
I could see Google successfully entering into facilitation of financial transactions. Trust is a critical element, if not the only critical element when it comes to providing secure financial services. Google has built a reputation of being trustworthy when it comes to the objectivity of their search results, and has built a loyal following, so I wouldn't be surprised if they translated this trust and loyalty into a new avenue.
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Your point about the trendiness of Google is a good one to make when you consider the rapid growth of the organization and the position they are in at the time of the case study -- figuring our where to go from there. Could it be possible that much of Google's success is because of its trendy nature and the network effect is has created? What affect will that have on the company as it matures? This is a significant challenge faced by Google -- trying to stay "fresh" in light of maturity and new competition to keep the popularity high. After all, its revenue model is dependant on the number of users.
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