yousef has a buy on google with a $900 target. if other companies are finding low value in paid search, that's a bad thing for google. no? >> well, yeah, you would think, but again you have to really put that article in perspective. there's a couple things that stand out. the first one is clearly the fact that ebay is a brand, right? it's like amazon. amazon, for instance only spends money on two key words, amazon and kindle. so the bigger the brand, the more known you are, the less money you really need to be spending on whole forms of advertising. that being said, if you are in the business of actually selling widgets that may not be, i.e., you need to spend money on key terms, the key terms that are hard to find. if you're not competing for that, there are a slew of other advertisers that will be competing for them. you know, you have to take that article with a grain of salt. >> and, you know, it does feel nonetheless, that google itself doesn't want to take the chance that it might be in jeopardy and therefore is investing in