Here is my two cents for what it is worth.
If I was Google and had gotten as big as they are, then I would look around.
I have MSN and Yahoo wanting a piece of the action. I'm as big as I will ever be, my job is just trying to stay #1 now.
I would try and make as much money as I could because no one stays #1 for ever and I can only get smaller as the others enter the game.
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