Not a particular surprising move. Microsoft&#x27;s CPC for Bing has be going up quarter over quarter and Google&#x27;s has been going down. Presumably at some point they meet in the middle. But as Bing&#x27;s have gotten high enough to pay the freight sending more traffic there is all upside for Microsoft.<p>The reasoning is a bit flimsy though, if you consider Cortana as simply a &quot;hands free typing device&quot; its kind of like restricting your special snowflake keyboard to only your apps.<p>But with Amazon owning the cloud computing dollars, Facebook consuming a bigger and bigger serving of the Internet Advertising pie, Netflix and Amazon being the place where video streaming makes money, I would expect Google has to feel a bit backed into a corner, and its competitors feeling a bit like they have a way to weaken it further. It feels like another &quot;big shift&quot; in terms of players in the market space.