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The Overstock.com fiasco
Search wants to be Switzerland, not influenced by money or their own products, but the best results for users.
Was in late 2005 IIRC..I posted about it at the time, cant get to my HD archives to pull the saved page to tell you exactly when, may have been even been early 2006..
You have to BE the authority for whatever it is your doing, and then you have to make sure you LOOK like the authority. Otherwise, Amazon wins every time.