Google has the advantage of scale, and Scintilla of focus. The advantage of the Internet has the advantage of being totally distributed, and uncontrolled, and tools like scintilla, and google provide a kind of GroupLens on the river of info.
According to reports of a video accidentally leaked from inside Google, the Google Reader developers have interesting plans for the future. While Scintilla works on a different scale from Google Reader (which is said to store "10 terabytes of raw data from 8 million feeds") and also doesn't aim for the same niche of general-purpose feed reader, there are proposals reported that would help aggregation sites like Scintilla, as well as several features that we've already implemented. Here's a selection of the most interesting: