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Perhaps I'm confused, but I see it as a move towards revenue for a site which probably doesn't have enough traffic to gain enough advertisers to make the 'provide it for free' deal work. Though I will admit, they have neat gizmos...just imho.
Though I will say, if they want more users, they should stick with google...their download uses google, or any engine, or something, according to that link...so perhaps it also could be seen as a move to try and get users to download their hyrdralinks product? Hmm.