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Edit: It might be due to geo targeting that I can't see it, happy to be proven wrong on this, anyone?
I read about it on Vinny's blog and very impressed with the indepth analysis he does.
the links to it seem to be:
however the real commentary is on Blogs such as Danny's, TW and Vinny's
well worth a read, be nice to see ASK.com and .co.uk go down this road.