You beat me to it. My first thought was, "now what sub-industry is Google trying to kill off and subsequently force the resurrection of in a couple of years when their product gets pulled?"
Guess this is how it's done in the SaaS world? Watch out for repeat of RSS's story -- market got dominated, then the dominating service got plug pulled.
Microsoft really should have patented the `Embrace, Extend, Extinguish' business method back in the day ;-)