Google is testing a search results page that changes with each letter you type into its search query bar.
Rob Ousbey, an SEO consultant in the U.K., discovered the test and captured the results on video. Essentially, it's a "streaming" search results page that appears to use Google Suggest technology to change the entire search results page based on the changing nature of your query.
Watch the video below for the full effect, but entering a few characters into the search box starts the spin cycle, as a query for "straw" changes the search results pages--and ads--from links to the Seattle Times as the "s" is typed, then the alternative Seattle newspaper The Stranger as the "stra" is typed, and finally to recipes for strawberry pie as "straw" comes into the field.
Google is known for prolific testing of its cash cow, so it's by far a given that this particular implementation is bound to show up. A Google representative told Techcrunch that "at any given time we are running between 50-200 search experiments."
Let us know what you think of the test, and whether you've seen it in the wild.