Aaron Wall has been watching the interaction between Google and big publishing companies. It's been entertaining, he writes, largely because the media companies claim search is an either/or game they must win.
Wall gets into the topic of niche Web sites to make his point. He provides an opinion on why sharing free content provides social proof of value, and how supporting a pay wall and site with general purpose information will fail. To support his hypotheses, Wall even pulls in quotes from Eric Schmidt.