The number one driver for organic conversions isn't usability or price it's intent. For that reason, I think it's great to see Google's Analytics guru, author & super nice guy :), Avinash Kaushik blogging about "intent". Engine officials rarely discuss "intent" outside academics or IR for obvious reasons. Analytics folks tend to avoid this topic altogether because analytics measures user action but not what users intended to do. This has always been a major disconnect between analytics, design, usability, PPC and the complex realities of organic search.