What are the chances that at some point in the future google will require one to log into a google account in order to access itasoftware?

Possible justification: An enhancement that would allow google to recommend flights based on your travel (inquiry/search) history as maintained within your google account.

How about airlines paying google to have their "sponsored" flights listed at the top of the search results similar to what happens with google search? Unlikely, because one could always sort by price, but possible?