What do you mean by better integrated? Issue I see with google (and I think Bing too) is their local inventory listing product is pay to play. As a retailer the only way to surface your store's inventory is to pay in an ad-like auction model. This prevents all but the largest retailers from having their inventory available to shoppers through Google.

Meaning shoppers don't get a full and accurate view of what stores have what they're looking for.

We work on an affiliate commission model so even the smallest retailers can afford to integrate.