@walkman For many people, Google has become that rogue elephant.
Google's big mistake is with Adsense. When people were making money, they were happy. Google's changes have destroyed some sites and perhaps more than a few peoples incomes.
The whole "lovable geeks" phase has passed for Google and it is increasingly being seen as a threat. Whether MSFT can convert that into users remains to be seen as MSFT has its own peculiar way of screwing up what may appear to be sure things.