Would that be a bad thing? I doubt that's what they've done but it's just lean startup methodology.

While I suspect One Pass is probably quite a bit from actual use by any publisher, this press release/the video has probably been in the works ever since the rumblings about Apple's subscription plans made the rounds. While not the most honest move, it is a brilliant PR coup.

This smells like vapor-ware; a pure marketing move. The timing of the announcement, coming so close on the heals of the uproar about Apple's subscriptions and pricing battles with publishers, makes it look like Google is floating a trial balloon without having an actual product available.