We had long discussions at the ET [executive team] level about the importance of Maps, where we thought Maps was going in the future, and could we treat it as a third-party app? I mean, we don’t do every app. We’re not trying to create a Facebook app. We think they do a great job. We always came back to the conclusion that Maps was not one of those. It’s an integral part to the whole platform. There were so many features that we wanted to build that are dependent on that technology, and we couldn’t see ourselves being in a position where that was something that we didn’t own.
It’s very, very expensive, and it doesn’t have a direct revenue stream. So when I say it’s only Google and us who are developing it, well, that’s part of the reason why. You can’t be a company going out and developing maps to make money; at least no one’s figured that out.
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