But the marketing angle is where Google has the advantage.
You compete on price. Lower ad costs to businesses = consumer savings. Search here, save money.
That's the basis of a marketing program.
Google got legs because of an initial value proposition, webmasters and advertisers had a low cost vehicle to reach an audience therefore they went forth like an army of town criers with the "use google" refrain which was actually self promotion (use google, find ME).
[edited by: TypicalSurfer at 12:04 pm (utc) on Oct 9, 2012]