The terms 'can of worms' and 'how to shut' will be written in bold marker pen somewhere in a Google board room this morning after Microsoft began negotiations with News corp over paying to index content.
This is very dangerous territory for the search engine as it sets a precedent to all sites that they're in fact aiding the search rather than the search aiding them. If the press can charge for indexing then why can't everyone else?
The ever continuing Cold war between Microsoft and Google has not seen such a direct hit to this point. This isn't Microsoft trying to gain ground on Google. This is Microsoft attempting to infect the very ground Google stands on.
The battle has suddenly become a little bit bigger than 'who wins Rupert Murdock's love'. The battle is now very much being taken to Google, like soldiers trying to break down the castle's defence.
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