Rearranging the deck chairs on the Titanic?

Rav said:

May. 21, 10:14 AM

Here is a relevant article talking about past attempts by MSN and A9 to kick-back some cash to searchers.
http://blog.searchenginewatch.com/blog/051227-121401

Somebody wisely said, "Those who forget history are doomed to repeat it". Based on failed past attempts, it sounds more and more like an attempt to re-arrange the deck chairs on the Titanic, rather than some truly innovative and disruptive technology. Perhaps folks at MSFT working on this got confused about what disruptive technology means and instead took it literally and decided to disrupt their own already failing model.