I've been very, VERY tempted to start shorting Goog around this $100 billion market cap area. Haven't done it yet because I know you can't short just because something is overpriced (could get more overpriced!). But it'll stay on my radar. The positives are.....they have a monster brand name. Google is burned into peoples brains. They own the word search. The biggest threat to the company isn't competitors. It's themselves. Doesn't matter what kind of brand name you have, or what kind of algorithms you're running. It's human nature to get sloppy when things are going good. There's all this buzz about Google Base as a competitor to Ebay. What?? It's inevitable that they'll dilute the brand, their focus will get diverted. And they'll create a hole for someone else to fill. Another 40% move in the stock and they'll be worth more than INTC!