Implications and 'contentious' advert?
It appears the new technology will allow Google to boost the amount of results people will see, putting pressure on its search rivals to up their game or lose out on market share as people opt for a quicker search tool.
Tech Crunch pointed out the way market research firms calculate search engine market share will also have to get a makeover as they are presently based on the number of results and enquires produced and now Google Instant now has a huge advantage, skewing results. It also noted that SEO experts will have to come up with new ingenious ways to get websites noticed, sneaking special letter combos in websites rather than strategic key words.
Meanwhile the advert for the new tool has got commentators speculating it could have been designed to get up Apple CEO Steve Jobs' nose. The ad cuts Bob Dylan's iconic Subterranean Homesick Blues video with Good Instant.
According to Gawker, Dylan is one of Jobs' idols and he reportedly believes Dylan's ability to capture a moment and shape popular culture is a good fit with the Apple brand, so it could be a bit of a kick in the teeth that Dylan has given geeky Google the go-ahead to use the famous tune.
The website said the video could intensify the rivalry between the two firms that have recently been bickering over Android adoption figures. However, some commentators have remarked that Google's video effort is not as slick as the ones flowing from Apple's well oiled marketing machine.
