One of the most interesting things about search is the way mash-ups, start-ups and third-party developments can flip back and forth over the fence separating consumer uses from business or marketing uses. Projects that get their start as useful tools for one group can very quickly be adapted to be useful for anyone promoting a product or service on the Web.
Case in point: a spate of services that have grown up in the last year to improve and safeguard personal reputations on the Web. It
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