"Google will fund the cost of building and deploying this network."

One of many interesting answers form Google at its Q&A page (pointer via GIT).

More:

--We plan to announce a target community or communities this year.

--Service will not be limited strictly to residential consumers. We do intend to offer service to small businesses, municipal government, and others in the chosen communities.

--No, we are not asking for any special privileges or incentives.

--Community groups should respond separately, via the RFI designated for community groups.