Google makes a genius move to get new Ideas/Applications, potential future Google-employees and to gather a large developer-community behind Android: They put up a challenge with prizes in the $10000's. But on which cost center will the $10 million be booked? In research, the human resource department or the advertising department?
The documentation seems very clearly arranged.
Also if it's really that easy like it seems to embed Google services like Google Maps, then there are a whole lot of mobile application possibilities.
There was no mention of mobile advertising in last week's Google Android press conference or today's launch of the SDK. Does this mean that Google doesn't plan to put mobile ads on phones running its OS?
But this is not the main goal. Google has interests in open standards, so they can continue to deliver their services to mobile devices.
Like Michael Mace explained it:
Besides, if you look across all of the recent Google announcements, I think it's clear that Google has a larger agenda: It wants to break down walled gardens, because they interfere with Google's ability to deliver its services. It has even developed a standard methodology for attacking them: Create a consortium so you don't look like a bully, and fund an "open" alternative to whatever is in the way. They are doing it to Facebook, and they're doing it to Windows Mobile. Google doesn't even have to make money from the consortium, as long as it clears the ground for its services to grow.
Will you have the choice in the future what OS you want on your cell phone? Either the one of the manufacturer or an Open Source operating system like Android?