Search Trends - Search Engine Marketing

An interesting article from the NY times and ClickZ about Google reportedly building out a desktop search utility to rival the search functionality of Microsoft's upcoming "Longhorn" OS. With all the new offerings from google, it seems like Google is trying to be all things to all people. (sound familiar?) I think they will give MS a real run for their money on several fronts. They already kick MS's butt in web search, so why not try to take a bigger piece of the pie. The main difference is that Google is the darling of the 'Net. Everyone loves Google. Nobody seems to like Microsoft, but everyone uses their stuff anyway. Will Google we able to maintain this love-affair with users once they are no longer the underdog? Will people begin to resent Google's omnipresence like they do Microsoft's? Has it already started to happen?