I get it, it makes total sense. To expand their market they need to find people who aren’t currently / frequently using their services… to capture competitive share they need to go where their competitive set hunts. But you have to agree that this is optically weird. At least heavy up on some display ads off of your core site, or mobile ads. Here’s the article, WSJ… http://on.wsj.com/HbF3t5… Google’s spending on traditional advertising grows four-fold to $213M.