Search Engine Marketing, Search Engine Optimization and Search Engine Positioning Weekly Free Newsletter, April 29, 2006 edition

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(Continued) The RFS Newsletter, Apr. 29, 2006. Page 6
After reviewing the 46-page preliminary settlement, Kabateck, partner with Kabateck Brown Kellner LLP who represents Google's AdWords clients in AIT vs. Google, says the proposed settlement in Lane’s Gifts and Collectibles LLC, et al., vs. Yahoo Inc., et al. is almost financially meaningless to Google, which reported $1.5 billion in profits for 2005, of which nearly all comes from advertising appearing on search engine results pages. Click fraud typically occurs when an advertiser's competitor repeatedly clicks on the advertising. Google and other search engines charge advertisers for each click, regardless of whether the clicks are fraudulent or valid.

Google's corporate philosophy includes the line, "You can make money without doing evil." "Amazingly," says Kabateck, "Google apparently doesn't see cheating its customers out of billions of dollars as doing evil." Class members have 30 days after Google e-mails them a notice of the settlement (on or before May 20, 2006) to opt out of the settlement agreement. "If Google customers do not opt out, they will be forced to abide by the settlement," says Kabateck. To opt out, customers must submit a written and signed statement requesting exclusion from the class.

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