I really like that approach. That makes it more interesting for somebody who is interested in those viewpoints but isn't interested in becoming a power searcher.

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It's not a zero-sum game.

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We are starting to see some genuine differentiation between the major players.

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Bigger players have multi-million ad budgets. The fact that they have to bid a couple of dollars on key words isn't so attractive to them. However, they can't ignore the size and reach of the audience.

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It's like buying or leasing a car. It's up to you to decide which option works best.

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