much into this event, at least for now, however, we think this is a development for the better. All the great things that old Google did for advertisers should be valued on their own terms, and they never should have been seen as a substitute for good basic online marketing strategy, including the effective use of the kinds of creative vehicles well-suited to emotion appeals, and the building of reach and frequency. Search is not, and never was, the end all be all of online advertising; it is one tool in the toolbox. The strengths of the channel can never be best
leveraged by any one kind of inventory, or one kind of deal structure.