Whatever they think will work for them. It's just not striking a chord with the HN audience, clearly. I find it difficult to believe that it would strike a chord with any large audiences, but perhaps their focus groups say otherwise.

For me the Scroogle site gives off the same sort of vibe that a conspiracy theory site does. It doesn't look like it came out of Microsoft. Perhaps it's not meant to. Perhaps they want it to look like a grassroots movement against Google. In the end everyone sees the Outlook logo, though. Then it feels a little deceptive.