It occurred to me last night that Amazon's next target could well be Google (search). I mean, how much money are they paying to google for ads? I could be wrong but I'd have to imagine they're Google'slargest revenue source now, possibly by a large margin. And they've got the expertise to do it in house. And I'm hearing more and more complaints about google these days. Amazon also seems more disciplined at listening to what users want than google is. I could see them first integrating it tightly with alexa, then calling it alexa.com, adding some spiffy new features and somehow pushing privacy as the number one thing (because they can because they aren't overly dependent on ad revenue, and because an amazon account seems more tangible than a google account (how many do I have) because they started in commerce and have your credit card and never tried to start a social network), then boom goodbye google.