The biggest challenge to the Microsoft-Yahoo search partnership may not be Google the company as much as Google the habit.
A recent analysis conducted by research firm comScore states that Microsoft-Yahoo is in a good position to increase its search market share and lure more advertisers, but will have a hard time competing with Google user loyalty.
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This loyalty manifests itself every time you hear someone using the word "Googling" as a synonym for "searching." To disrupt all the Googling, Microsoft-Yahoo will have to offer a compelling reason for users to break the habit.
