Google's Checkout Challenges

In selling radio and print ads, for example, the company will have to deal with competition from pre-existing sales forces at radio stations or publications, and not reveal too much pricing information to avoid hurting its ability to charge rates.

In these circumstances, political seasoning trumps the ability to create a sharp algorithm.

Still, this doesn't take away from the game-changing potential of Google Checkout, which has the power to help Google recreate e-commerce and offer advertisers a whole new way of paying for its service by charging only for items sold.

With its deep pockets, an obvious commitment to the mission and an exceptional vantage point to begin with, Google has what it takes to see its vision through.

Despite its wealth and brains, however, the company will take its share of bruises as it pushes into the payment market this holiday season. The same goes for other older markets where Google's fresh approaches will, for once, be a liability.