Alex70 - 11:21 am on Aug 23, 2006 (gmt 0)
The right word is "to differentiate". Looking at google products I can see them thinking how to get more and more customers stuck on this search engine. Calendar, news, maps, picasa, gmail etc. nothing to do with serch itself.
If people find interesting "picasa" the will use google search as well.
But obviously google is not investing 100% on the SE and the result is there, visible to everyone.