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IMHO, ATW/Overture could make a honey of a deal with AOL if they aren't locked into a lease agreement. Better SERPS, PPC and a cheaper agreement for providing search results, the ATW/Overture duo could knock Google out of AOL.
I'm just thinking outloud with that suggestion but ATW/Overture would be foolish not to capitalize on Google's stupidity. Their marketing team needs to burn the midnight oil.
Does ATW not have a marketing staff
seriously though, how did google get where it was in a relatively short time? .. really I can't remember but I think it had something to do with providing the young professionals with a better tool. University teachers adopted it, and not too much later surfers adopted it... I'm guessing the surfers were collage students of five yeras ago (/me raises his hand) who didn't have a defined engine and switched between yahoo/alta/webcrawler (that was me anyway)
so how does alltheweb get into the universities? they can't provide anything that's as significant a change as google was a few years ago, unless google stagnates completely. granted, they're doing what they can to create a better search experience, but if anything, they should have beat google to the market with the toolbar. college students will adopt that, then grow up into professionals, and change the market.
so.. basically I've got no ideas, which is good, because i dont work for alltheweb.