The main difference between Google Labs' implementation and previous attempts à la eTour is that the former is based on user queries instead of manual editorial choices. Sounds like what they do with news. Google is all about search combined with automation.
Update: another new Google Labs experiment: WebQuotes. Works a bit like Googlism. Fun to experiment with: SciFan, Olivier Travers, The End of Free. MarketingFix doesn't have context yet. This shows that Google is more than just a collection of cold hypertext links.