I think the bad part here is that the google shopping page looks just like a regular search page except with a notice at the top right (that you have to hover o

I think the bad part here is that the google shopping page looks just like a regular search page except with a notice at the top right (that you have to hover over to read). I actually would have no problem with this if it were clearer from the page that all the results on that page were paid for, just like I don't have a problem with adwords ads at the top of search results because google really does seem to do a good job of making sure they are relatively relevant (though usually the only time I click on those is when I'm going to be shopping anyways). Microsoft calling Google out on this is ridiculous, however, because the only way to get on Bing shopping right now is to pay for the privilege, which makes the situation essentially the same (note that the bing disclaimer says that they don't use payment for ranking, which doesn't disclaim the fact that you have to pay to show up at all). http://searchengineland.com/microsoft-attacks-google-with-scroogled-campaign-forgets-its-guilty-of-same-thing-140856 http://searchengineland.com/microsoft-attacks-google-with-sc... In any case, this feels super shady, exactly like a political attack ad, as others have said. It would be interesting to see numbers on how effective this is. The Bing it on thing did seem to have some reach into popular consciousness, but didn't seem very effective at getting people to actually switch (only anecdotal evidence, of course). I imagine awareness went up, but the key there was that Bing it on was a relatively positive ad: "we're just as good now" vs "look how bad those other guys are".