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July 9, 2009 - Spotting things you'll want to see today.

This is the July 9 2009 edition of Who's Blogging What, a weekly newsletter that researches more than 1,000 top web marketing blogs for online professionals involved in social media, search marketing, email, user experience and web analytics. If you would like to be kept up to date you may enter your email address in the box at the right.

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The ad supported operating system?
Mashable found a most prescient cartoon by Federico Fieni

The direct challenge to Microsoft was unmistakable: 'the operating systems that browsers run on were designed in an era where there was no web'. With those words Google outlined their plans to create a streamlined operating system for users who spend virtually all of their computer time online. PC World published a FAQ on Google's efforts along with five convincing reasons why it will either fail, or succeed.

Michael Wolf was one blogger who felt the need for it to succeed but there was considerable skepticism about a future that runs on something that Gigaom described as an advertising OS. Webware pointed out that Google's business model frequently involves snooping by listing the type of data that Google already collects with its existing apps. Nick Mediati used the popularity of Twitter clients (vs to question the appeal of a life spent completely in the cloud.

A lot of thoughtful bloggers felt that Google was endangered by focusing so intently on Microsoft. Writing in Ad Age, Henry Blodgett described the economics of 'disruptive technologies' and the desired result that Microsoft would start thinking less about search and more on protecting its core business. Blognation described the pitfalls of becoming overextended as they applied to Google.

Microsoft, for its part, seemed to already have projects lined up to fight back. Their answer may be heard as early as Monday according to Robert Scoble on Friendfeed and TechCrunch predicted that MS Office would be in the cloud starting next week.

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