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Re: Lycos

James relates finding competitor's (B&N) site first in list of related
sites when searching "Amazon Books".  

Enterprising merchants grease (some) search-sites to gain honorable
mention (so to speak) within result-sets for topics related to said
merchants' bag.  

It's not subversion, it's affirmatively enhanced information.  

George Perry... the love of money is the root of all evil