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http://andrewchenblog.com/2008/04/21/igoogle-start-pages-vertical-integration-of-the-first-second-and-nth-click/ -
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I was amazed when the so called web 2.0 pundits questioned the moneymaking potential of StartPage services (when they first appeared)...
I mean, the business potential is soo obvious even for some web outsider, dont you think??.
iGoogle start pages are the bet way to increase search engine traffic.
Gopi is right the business potential is soo obvious even for some web outsider.
Your last point struck an important issue: Why on earth would Facebook/Myspace let Google aggregate/summarize their social data, and capture the first click? There seems to be a fundamental problem with ad-monetization where parties don't act in a way that maximizes usefulness to their users.