Fairsearch - paid for by Microsoft?
Foundem - gets funding from Microsoft?
So this boils down to Microsoft having it in for Google and using a proxy war to try to force the EU to slap them down the same way they did with Microsoft.
The listings of those sites in the graphic were all a bunch of parasites that were just meta-searches for the real products. Often doing exactly what they are accusing Google of - having bids from companies to buy higher listings (in this case via affiliate networks). You used to not be able to search for any product or brand name to find results because they would be clogged up with these meta search engines and the update to stop that was one of the best that Google did.
So F'em is just a really crappy site - poor search, layout etc. If they wanted to be big then they could have worked on their brand to become the de-facto site for shopping search with the best results of anyone. People would use it - in the same way that people go straight to Amazon for shopping, E-bay for auctions or, go forbid, El Reg for tech news. I don't spend each day searching in Google for "tech news" and happen to often click on the link for The Register.
Google shopping does appear to be paid for advertising links which is Google's actual business model and they also have the ability to show you the actual shop and price directly without having to click down through several pages. I think you have a bit of a better case with Google Maps as any place name does come up with a small Google maps image, still not clear cut as they would not be able to show maps directly from third party sources.
Google are too big a payer in search and therefore harms advertisers who look to buy paid ads - double click purchase should not have been allowed. However this doesn't necessarily help consumers and trying to make Google rubbish by allowing meta-searchers to flourish and forcing you to click down several pages to get information rather than presented directly to you is not the way to do it.