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interesting...
"Under the hood, A9 is powered by technology from Google and Amazon's subsidiary Alexa, and it draws on reference information from GuruNet and the Internet Movie Database, among other sources. It also displays Google-sponsored ad listings. Amazon's relationship with Google mirrors one Google forged with Yahoo during the late 1990s--a relationship of "coopetition," some industry watchers say. Amazon and Google are cooperating within a technology partnership, but they are also competing for Web surfers' allegiance.
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