I highlighted a few sentences I thought were key.
"As Schmidt told Fortune magazine: "Pick any large consumer packaged goods company. How many products do you think they have? Probably millions, by the time you have all the variants and the different geographies and legal rules. We want every one of those products to be advertised in the appropriate market within Google in the right country. That's our goal."
Each one of those packaged goods will have a website/hyperlink soon. A physical world hyperlink.
"Thinking about the merger of the physical world with the world wide web might make your head hurt, but after you have reached for the aspirin, Google's mission starts to resonate with larger ambitions. Information is all around us, but how might the company make it accessible?"
That's easy. Just "turn it on". How did we make data, documents, images accessible on the Internet , we gave them all domain names or URLS. How do we connect the physical world to the Internet now? The same way.
Every packaged good owner has a website, they just don't know it YET.
Think of a barcode (and soon an RFID tag) as a URL. All packaged goods have a barcode, the key is to assign a website (URL) with a barcode. That can be done quite easily. If there isn't an existing barcode? Just add a 2d code and you have Internet acces.
Try to imagine seeing a barcode 042283156326, as if it was www.phantomoftheoperacd.com (hypothetical). That's what a camera phone can do now.
In order to "turn on" the physical world, you need to assign a URL to a barcode and have a "physical world browser" resolve it... Your camera phone will be the "mouse" and the barcode will be the hyperlink.
Google can add over 3 billion pages of unique data to their index by assigning a URL (website) to a barcode. Do you think barcode owners could find uses for this?
Could Procter Gamble create advertising on 100,000 unique websites on milions of their packaged goods?When Google figures this out, that's when they dominate information retrieval and will have every packaged good company opening their advertising wallets like you haven't seen.