I wanted to see how this new fangled structured data type search Google has works. I found an interesting field name that comes up automatically when searching for "Nvidia". I removed a few columns and did not add any.

http://www.google.com/squared/search?q=Nvidia

 As I understand it the data is generated from web sources and the tables are not inserted by hand, although you can add columns rows and data yourself and share the results. I wonder where the column name came from so it would come up automatically.

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