[JacobAldridge]

I don't think they're paying to get listed in the search engine - they're paying for exclusive rights to Keywords for a year, and with first right of refusal next year.

Imagine you had exclusivity to a Google keyword like Viagra, Sales, or Wedding? Crikey that would be worth a lot, so what if, just maybe, Leapfish get it right and compete with Google? Their argument, which I guess current customers have bought, is that surely that's worth taking a punt.

[CapitalistCartr]

Leapfish can't both compete with Google,and be dependent on Google, which their current model is. If they get "exclusivity to a Google keyword like Viagra, Sales, or Wedding" Google will change to fix that problem. Competing with Google's ownership of keywords on Google's own search engine ain't a reliable business model. Anything that involves outsmarting Google is a weak proposition.

[asmosoinio]

I'm pretty sure JacobAldridge was using "owning Google keyword" as an example, and did not mean that you could actually own a Google keyword today by buying it from Leapfish.

You get exclusivity to a Leapfish keyword, and this might be the equal of owning a Google keyword if they go big.

[JacobAldridge]

That's exactly my point. It's a gamble - how likely is it any of the new search-based start-ups will overtake Google? - but it could pay off.