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> Microsoft is fast becoming the good guys

I think it's probably about time we stop pretending any of these major tech corporations are good guys.

Exactly. At the end of the day, it is all about the money. If something isn’t making money, it is bound to be canned/changed sooner than later.

I wonder if there is room here for an existing company that already makes money via a subscription, to pivot into search.

I could see Apple or Netflix or Amazon, try and expand their offering to include search. They already have income streams that rely on the consumer, so they can build products that are in our best interest.

> Microsoft is fast becoming the good guys.

Are you not familiar with Windows 10's ads and invasive tracking?

They just have really good PR and much less touch points with consumers.