Google continues to break the rules by providing consumers free access to information. Where other companies charge or outright block technological development until they can profit from it - think of the city sponsored free internet access initiatives that have been derailed by lobbying of the telecoms.
Googles focus on giving customers a break (in this case a free 411 call) builds significant good will and value in the consumers mind which driving the traffic to their existing products. Innovative companies understand and practice giving things away such that their brand becomes so familiar and ubiquitous that it eventually becomes the standard by which other organizations must compete for market share.
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