So one could argue Google’s adsense was the foundation for the western mid and long tail webs and either Baidu or them are helping to create those pieces in China now. But reality is marketing budgets of everyone from sole proprietors to mid sized companies are larger in the west and so a build it and they will come model for China wont work the same. Yes over time, money will flow online here but I feel many people try to do apples to apples comparison on this evolution. You cant, China is still a 2nd or 3rd world emerging market economy and there just isnt the type of money in circulation to drive this yet. How many years off? thats debate-able.. and is there a large enough segment of higher income users and good web properties to support innovation now in the longer portion of the dominant “short tail” in China. I think and hope yes.. Once better transparency and analytics vendors arrive, and perhaps a behavioral adnet like Tacoda which can deliver better demo groups, that will help too..