Startup Chatter by Donna Bogatin

 GOOG has made a rich comeback, but that does NOT mean the number one search engine is succeeding at what it believes is its innate destiny to achieve worldwide content control, global advertising rule, and cloud software dominion.

All hail the Google brand nevertheless? Online search advertising king Google is trying its darndest to milk the Googley logo for every other billion dollar plus business it can, but offline and cloud billion dollar plus markets are not cooperating with the Google plan.

Google execs joke about how licensing the Google logo would be a lucrative business. After all, just pasting the famous primary colored, six-letter Googley word on search results makes users more confident, Google proudly touts. Unfortunately for Google, and the very same users, though, actual results do matter in the end, be it search ads, or apps.

Google shrewdly excels at one thing: Exploiting its monopoly like search share with a deceptive Google house always wins black box auction fueling blind advertiser rate card inflation, while pushing the SMEs Google supposedly champions out of the Google.com game.

Google is only able to play by its own house wins rules, however, in its own Google house. As a simple reseller of the inventory of others on the radio, in newspapers, on TV, at MySpace, though, Google is at the blind mercy of others. What’s more, In the enterprise, Google’s “feeling lucky” logo is anthetical to the serious IT needs of serious businesses.

While Google may have surprised some in Q12008, GOOG continues to be all too predictable: Still stubbornly 99% pure, all Google revenues are derived from text ads online.

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