At the time, users seemed to prefer Algo Results (10 Blue Links), and may have felt that the other features were "noise" or unnecessary distractions. When presented with all these results they consistently clicked on the text results and ignored the photos, videos, audio. They sometimes clicked on the News results. The users wanted deeper, faster, more relevant text results.
Will "Universal Search" become popular with users? How will Search Engines make money with this SERP - I don't see any prominent sponsored links? What will be the criteria for ranking vertical search features vs. algo weblinks on SERPs.