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In a marketing crazy world, the reality is that the very best products and services cant sell themselves. 90% of it is marketing. 10% is product. Sorry but true. While industry insiders and specialists all know how good ATW is, not so for the mainstream users. To them they dont have time to fin out best resources themselves. They are happy to be guided by their AOL. MSN or Yahoo start page.
BUT..
ATW is going for industry not end users. If you have good rankings in ATW/Fast, watch for your URL to be promulgated in protals and other search engines under different names now and in the future.
Google got great world of mouth publicity competing in a market left almost exclusively for them by the move of AV and others to more commercially based results and interfaces. ATW is offering the same but unlike google, as the "follower" in this market dont get the pubicity as was due to Google in their bold competitive original offerings at the time.
Watch out for ATW returns under other referral names as Fast starts to power more portals.
To me top rankings in ATW, Teoma and Wisenut are great investments for the future becuase they not only represent growing engines, but more importantly reflect more clearly how popular and themed/targeted your site is, regadless of PPC or commercial bias. To some extent the new AV too.
Good rankings in yahoo, ODP and Google are good for the present as well as the future!