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So a new url for additional services like www.froogle.com is no longer required to 'sell' themselves, as people know the brand inside out.
Well, you won't forget Google will you? They just need to make an assocation with the name Google and people will work out what it is and who owns it.
Smaller engines need to make it very clear, who they are, as they need to establish themselves in the market place. Google doesn't need to beg lol.
you say Google and people reply "of course Google is great" or something like that.