Google getting in on Home Services recommendations

Not sure if this is going to be SEO related or a new paid promotional product, but apparently Google is getting in on the Angie's List, Home Advisor game to connect searchers with local home services companies and contractors.

I haven't heard any specifics on how it will work, but hopefully it will be a better options than Adwords for competitive markets.
Report: Google To Launch Search Service To Connect Searchers To Home Service Providers