Beware the top search results (the new Ricardian rents?)

Anyone in the US doing their holiday shopping from the product showcases that appear at the top of Google’s search results is almost certain to pay substantially more than if they delved deeper in the search engine.

Five out of every six items in the panels shown on a Google search made in America are more expensive than the same items from other merchants hidden deeper in the index, with an average premium of 34 per cent, according to a Financial Times analysis.

That is from Richard Waters at the FT.  Do note, of course, that these higher listed products may also be of higher quality or offer better service in some way.