Google may alter and improve, in its opinion, its search engine technology, The Wall Street Journal reports. In part the move will counter improving search engine technology used by Yahoo! (NASDAQ: YHOO) and Microsoft. Consumers often are most comfortable with what they have known best over a period of years. So, Google risks alienating some of its users even as it gives them what it claims are better results due to more advanced technology. Google could extend its lead, from the standpoint of its engineers, but put off some users at the same time.
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