Yahoo brings back the Toolbar

I'm not even joking. Some of their apps are great. But the purple is just so ugly, and in most cases you can't even change it. Purple on white is just not an attractive color theme for apps.

The biggest hurdle is that I don't think their target demographic for the product is savvy enough to install it without being hand-led.

I also think it's a mistake to not have a news stream button that shows news and content that this demographic would find captivating.

If the person doesn't have a yahoo mail account (or it appears to not be used), clicking the purple envelope should open outlook or whatever the users' default client is. The envelope should also have some kind of "new mail" notification.

Also I want to know what the toolbar does inside of companies that block access to facebook.

And lastly, I think the hardest thing is that google appears to serve this demographic better. If I go to google.com and type in novice queries like "directions to the post office" or "movies playing tonight" or "where can I buy stamps" I get arguably far friendlier results than I do with yahoo.

Until Yahoo addresses this, it's not going to work.

I see a rather big portion of my website traffic (woman visitors mostly) come from some kind of toolbar search.

There's still a market for that.