how do you beat Google at its own game? close

the answer is... you can't. Which is why Ask have taken a big step away from the intrusive nature of Google, Yahoo et al by rolling out Eraser. The idea is that users are put back in control of their own information via an opt in which ensures that no user information (IP addresses, search queries etc) is saved on the Ask servers.

So the question is... Is this the start of the backlash against storecard style attempts to monitor consumer actions/trends via social netowrks & search engines or merely an attempt to find a USP?