Consumer research released by Become.com last week showed that when tested head to head against Google, users preferred Become.com’s shopping search results by a 55% to 45% margin.
Some time ago, information about Google's "I'm feeling lucky" button leaked from Google, showing that almost noone uses the button.
If Google's goal is to give relevant information to the searchers, they would replace the "I'm feeling lucky" button with a button that says "Shop".
This could improve the search results for the people looking to shop. It would increase the conversion rates for online merchants and Google would make much more money on ads showing up when people hit the "shop" button.
On the otherhand, Google might confuse the users by changing a button. I think it would be a smart.