Commoditize your complements: Google, Double Click, Microsoft

< gossip class="financial" > So DoubleClick is rumored to be on the block for $2B. Got it. Microsoft, seeking traction, is rumored to be a suitor. While also denying interest. Sure. According to WSJ (via Threadwatch) Google is coding a response. Makes sense. And this morning from Battelle -- Google's response is predicted to be free. < /gossip > Free! Unexpected. Game-changing. If true, brilliant. Zero -- or near-zero -- pricing is a wrecking ball. Read Joel Spolsky from 2002 on commoditizing your complements. As usual, Joel's spot on. Would MSFT even buy an asset that could be urchinized within the year? Even if yes, at what discount for risk? The markets don't like it. Blodgett's right: Google's online success won't easily translate to traditional media -- margins are too low. But online, they continue to look unstoppable. Google is wringing inefficiencies out of the web ecosystem.
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