Interesting side effect. There's this web site: http://www.online-stopwatch.com/timer/1hour/ which comes up top of the google search results for "timer for 1 hour" for me. Now there is absolutely no way they can compete with Google's own offering from an SEO perspective. While this example is trivial to some extent, does it set a precedent that while you can advertise and compete with Google, they can always have the…
Sometimes I think that your only option as an affiliate in these markets now is to brand yourself so heavily (MoneySuperMarket, for instance) that people search for your brand, understanding what you do, rather than trying to rank first for the generic term (compare insurance, cheap insurance etc) and hope they click your link.
Even if Google's offering for some of these things is still not as pushed as it could be today, what's to say they won't butcher your traffic / revenue tomorrow?