• GigaOm, Friday, February 9, 2007 11:05 AM

As the net neutrality debate rolls on, telecom companies have adopted a new mantra: Google is the big monster using its muscle to control the Web--not us. It's an interesting new strategy, because in this battle the lobbyists that are most effective at spinning the issue will win.

Google is a good target for several reasons: The search giant has effectively become the gateway to the Web. Its massive usage shows that people need it to find things. Because of this, the telcos say Google has far more of a choke hold on the Web than Internet service providers, which are only trying to innovate.

Telcos are being clever when they ask: If Google wants network neutrality, what about search neutrality? In December, Mike Volpi, Cisco's GM of its ISP busines, gave a presentation hammering home the point that Google charges more for preferential ad treatment.

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