It's going to be jarring experience the day they turn the ads on. I question whether they should have included ads from the beginning. Now, you're shifting the proposition after the audience has gotten used to an ad-free site.

For many marketers, a vertical search engine makes a lot of sense.

At a macro level I guess you could say that spending is going up, ... it starts to fragment pretty quickly.

Advertising is turning into this math problem for them. At some point, who cares whether it's print or online or skywriting or whatever?

These sites will be totally attractive to advertisers for one reason: numbers. Their audience is big and growing and their demographic are young males bored with cable and broadcast TV and who are spending more time on the Internet.

There's going to be a small number of people who can do it professionally. These are people who have something unique to say and a big audience. There are definitely going to be superstars. But there are no get-rich schemes.

E-mail is the killer (application) for getting people to share information.

We'll have to see if all the search players decide to buy companies with cute little names.

There is phenomenal momentum behind search engine advertising,

There is phenomenal momentum behind search engine advertising. The number of advertisers using search to market products continues to grow, as does the overall efficiency of the market-- search engines are getting even better at making money off search engine results pages.