Pickens writes "In a move that could be the biggest threat to Google's search standing yet, Microsoft and Facebook announced that they're teaming up for social search. When someone uses Bing's search engine to look for a new car or a book, she can see which ones her friends liked. While industry watchers say this is an interesting move for search, what's most notable is that Facebook turned to Microsoft for this deal and not to the market leader, Google. Facebook CEO Mark Zuckerberg says there is a specific reason he wants to go with Bing: 'They really are the underdog here. They're incentivized to go out and innovate. They have all these smart people and are trying to do all these new things.' The real importance of this week's announcement is that it highlights the growing strategic conflict between Facebook and Google, says analyst Ray Valdes. 'There is a battle for the future of the Web, and it is not about search engines, but about the social Web.'"