gregbo - 7:27 am on Apr 18, 2005 (gmt 0)
My general opinion since PPC advertising began is that it is a poor business model because it is very susceptible to fraud. I think most people who have an understanding of how Internet protocols and infrastructure work are aware of this. This fact may have a bearing on the lawsuit. I don't think the search engines are guilty of collusion, but I think the arguments about the extent to which many, perhaps most customers are entitled to refunds are justified. Given that the risk of fraud was well-known among the Internet technical community, the plaintiffs could argue that many, perhaps most of the search engines' customers deserve some sort of refund. How often do search engines issue refunds to those who do not complain about fraud? When were the first refunds issued?