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Google May Enter Mortgage Quote Business; How Will Mortgage Advertisers React?

Google (NSDQ: GOOG) has taken fire for shaking up industries by offering free alternatives — even if it hasn’t yet figured out how to make money in many of them. Now, Google is hatching plans to disrupt yet another industry. The NYT reports that online mortgage quote service LendingTree believes that Google is going to launch a rival offering in late August or early September. (LendingTree (NSDQ: TREE) is suing Mortech, a mortgage software technology firm that provides services to LendingTree and is also allegedly offering services to Google).

Google isn’t exactly denying that it is about to enter the business, saying “We