"Paid search listing provider Overture has started advertising its services on rival Google’s website, reports WSJ.com. Overture has bought ads on some search terms relating to the word "ad," as well as the names of some of its competitors, such as Looksmart and FindWhat."
Excellent! When I saw Google advertise its own system on Overture queries a few months ago (I don’t see that at the moment), I wondered whether Overture might sue, but I didn’t expect this. And they’ll know the system inside out by using it for themselves.