Google launched its counter to Yahoo! Finance and MSN Money today - making a big statement about its intention to compete in the information portal areas. Obviously the Finance section is an interesting if not obvious choice to start with.
Finance is the biggest growth area of the web. Not only does it attract a high number of searchers looking for all types of information, but the people that work in the space have been involved with search marketing for quite some time and most of the really competitive PPC areas fall under some aspect of Finance.
Reuters does a good report on the impact.