The project is centered on building the software technology to allow end-users and web sites to define the business rules and negotiate the terms of how they would be willing to interact with each other.
It also has added to the company's clout because as a browser maker it can help define the kinds of new graphical features that can be used by sites across the Web as well as helping Google funnel Web surfers to its dominant Internet-search engine, the top driver of Google's revenue.