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It's interesting to ponder the ramifications of Google selling keyword prompts. This test involves a prompt for specificity in response to a general search term (NIKE RUNNING SHOES as a prompt for RUNNING SHOES) but the technology would seem to allow for any type of prompt (WHY NOT TRY REEBOK INSTEAD? as a prompt for NIKE).
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Looks like google may find yet more ways to make money from thier search pages.