Actually I find Google even higher than Overture, which is why I have now dropped them. As someone else said, profit is not always the competitors only consideration and these considerations must vary depending on what your field is. One of the advantages of PPC is that if youre a relatively small player in your field you can still compete head to head. However, if the competitor knows your small and knows his pockets are deeper, then they will often sacrifice profit to get you out of the market. Add in click fraud and its a real headache. I tend to jump in and out, not just when it gets too pricey, but daily anyway in the hope that everyone else will follow me down. It doesnt always work, but works enough for it to be worthwhile.