Google adds it's own "compare mortgage" & "compare insurance" to top results

Starting from today, Google shows a special "start a quote" button and link in top results of queries such as "compare mortgage" & "compare insurance" when using it's uk search engine google.co.uk

This is how it looks:

http://i.imgur.com/LFjbS.png

The link takes the user to what seems to be a proprietary lead generation page:

www.google.co.uk/compare/mortgage