Remember the Microsoft of old?

The one that didn’t let an opportunity to lay a good whack on its competitors go by? The titan with temperament? It’s waking up, folks. With each passing day, it’s waking up.

While the company still comes second to most of its competitors in a lot of sectors, from search to slates and maps to mobile, it still hasn’t lost it swagger it seems. Microsoft continues its fight against Google, this time launching a new campaign called “Scroogled”.

It plans on bringing Google’s unfair practices to public spotlight, just as the search engine leader announced that it is converting its shopping results to paid ads. Merchants and companies that want to appear on Google’s Shopping results can pay to be listed for their chosen keywords.

Microsoft explains this in a lengthy blog post, claiming this way consumer get Scroogled:

“In their under-the-radar announcement, Google admits they’ve now built ‘a purely commercial model’ that delivers listings ranked by ‘bid price.’ Google Shopping is nothing more than a list of targeted ads that unsuspecting customers assume are search results. They call these ‘Product Listing Ads’ a ‘truly great search’.

“We say that when you limit choices and rank them by payment, consumers get Scroogled. For an honest search result, try Bing”.

Microsoft has attacked Google directly this way before. A little while back it launched the “Bing It On” campaign in a bid to switch Google Search users to its Bing search engine. It is also directly courting Gmail users and inviting them to try its service.

 “Google now wants to break the rules that made it a trusted brand. They argue that the difference between answers and ads is shrinking. Consumers are potentially getting a raw deal because ‘relevance’ is now influenced by how much Google is getting paid, not just by things that matter to shoppers”.

While critics of the company will hit Microsoft up on moves like these, but these little banters nevertheless add some flavor and personality to the technology field and spur more than a few fanboy (and fangirl) discussions.

As long as the smack talk stays classy.

Click here to check out the new campaign yourself on the Scroogled website.

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