If you search for a product on Froogle, you'll notice a new item in the list of stores: "Google Checkout Stores". Google didn't create a special store, it just lists all the products that can be bought using Google Checkout.
There's also a Google Checkout logo at the bottom of the page: "Google - Accepts Google Checkout". Google wants to make their new service more visible, hoping that more online stores will use it.
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