I was watching the final episode of "The West Wing" tonight and saw a great commercial for Ask.com. It had a little kid who was searching for poets and talked about how the Ask results were different from Google. I believe the slogan line from the commercial went something like this: "Google is only bigger, not better" or something like that effect. I have no way of knowing if these kinds of commercials will work to their advantage or not, but I thought it was a clever ad and slogan line for a television commercial.
I been seeing those commercials too. Some of them are very convincing. I especially liked the one that says "most" SEs searh through text - but Ask.com searches for concepts. It was somthing along those lines.