Instead of finding a way to legitimately out-compete other internet and mobile search providers, they instead decided to choke off competition through this cynical, anti-consumer scheme.
In order for search ad marketplaces to be efficient, search providers need demand density in the marketplace -- the more density, the smarter the system is able to become quickly.
These pilots include a project for a search provider, asking about the use of search though mobile phones, and a study of people's attitudes towards privacy policies in social media.