2.) Google's advertising strategies are absolutely brilliant. When coming up with a product like Ad-Words, Google revolutionized advertising by not letting people know they were being advertised to. In that way, Google has been a brilliant company that has really lived up to the idea of being technologically revolutionary. As far as Google being aptocratic, I think it's most likely like any company where the rule of aptocratacy can be broken like anything else.
3.) Yahoo is still on the periphery of technology sight. They have moved away from being direct competitors with Google, which is smart. The experience with Yahoo, I believe is, that they are attempting to make it like AOL in the 90's where people go for all web-related experiences, not just mail. I think this is an outdated concept, but it will still be interesting to see what happens to them in the coming years.
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