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It seems that the Yahoo Rule-Maker analysis was done under the premise that the Yahoo user is a paying customer. But in fact, Yahoo users are not paying customers, advertisers are. From Yahoo's November quarterly report, "The Company's revenues are derived principally from the sale of banner and sponsorship advertisements." Shouldn't the analysis be done with the advertiser, not the user, in mind?

I think that you have to look at branding and repeat purchase as an advertiser would, not a user. For instance, millions of users does not constitute repeat purchase. Repeat purchase should be judged on repeat advertising business.

Tony
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