Context. I can never get Google to know the context of what I'm looking for, and the more context I add the more random 'important' stuff it decides to show me matching less significant terms. It was right in the article:

> Wall Street loves to play “Who wins, who loses” when a new technology explodes onto the scene. The fingers were all pointing at Google as a potential loser.

It's not just a play. It's business. There are so many people to invest on either Google or Microsoft, if more people wants to invest on Microsoft, some will do it at the expense of Google shares.