Consistency vs. Wow: Yahoo! v. Google?

Some perspective on Yahoo! v. Google:

In the Race With Google, It's Consistency vs. 'Wow' - New York Times:

"Do Internet users prefer services that are consistent and predictable, like those offered by Yahoo, or are they more interested in Google's wow factor? These two approaches define a pivotal front in the battle for online loyalty between the major players in the Internet search business.

"Both companies see e-mail and other services as ways to display more advertising -- and, even more important, as a way to keep their brands in front of users so they stick around for more searches. "