Google search advertising is really insidious. If a manufacturer/vendor has an extra dollar to spend, there is no more profitable way to spend it than to get their Google ads a bit higher. But then there competitors do the same thing and its an arms race. As a result, consumers do not get better prices, but manufactures and vendors profit margins are sliced to the bone and Google rakes in the difference. Same thing for Amazon. I don't know what the solution is, but it's a really bad state for the market to be in. I guess I'm basically saying the same thing as Mark, just with a slightly different emphasis.