You'll see lots of articles today about Cuil — sophomorically pronounced "cool" — a new search engine built by former Google employees. Here's the smart response to anyone who brings it up around the office: "What specific search results on Cuil do you like better than Google's?" When Google launched a decade ago, it was easy to check off that (1) Google had no distracting banner ads, (2) Google results weren't clogged with marketing pages full of keywords, (3) Google served its pages much faster than the bloated "portal" layouts for AltaVista and Excite. Quick, why is Cuil cool?

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