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Accelerating it to market before it is fully baked is also another one of their traits, the original IE browsers were terrible but produced quickly so they had something to show in house against Netscape. But just like Mozilla has come around full circle with Firefox, it is possible to have companies like Google that have so much momentum, they can just stay ahead if they ride the surf defensively.
Besides, "Googling" is stuck forever in our minds now like "Band-Aid" for any bandage. If and when Microsoft introduces competition for Adsense I'll take notice again, perhaps.