Why the shift? Well, in all probability, it is because United Online recently placed text links to FTD.com on all of their major brand websites:
FTD.com. The result is that FTD.com gets pushed up in the search results.
What is interesting is that all of United Online's brand websites are naively interlinked with each other with the exception of FTD.com. It appears the SEO's for FTD.com know that if FTD.com were to link back to the other brand websites the link-votes would devalue for them. At over 50,000 search queries a day for the keyword "flowers," the stakes are high.
Any way, at the time of this writing FTD's ranking is still fluid between 2nd & 3rd. It is fluid because the link-votes have not yet solidified into Google's algorithm.
[As a side note, I find it funny that Google crawled Proflowers at the wrong time and returned the word "Sorry!" for their title tag. Kind of symbolic. The meta-description doesn't make the company look so hot either: "Ships a large variety of unarranged bouquets".Both the title & description tags should be both catchy & and a call to action.]