Send money per Gmail

Most interesting feature -  I know quite a few companies have been working on this, and read a bit about Google planning financial services, but it still came as a surprise when this popped up in my gmail today:

Google offers to send money per email to any recipient it looks like.

And the transfer seems to be free with a debit card of when linked to an bank account. 

It again provides verification - real world verification, much stronger even than a phone number! And it also will make it easier to purchase through Google - giving Google fees in the process.