I guess a few people may have noticed the appearance last week of the direct line car insurance and esure domination of the top two positions on msn sponsored results search pages.

It seems a smart move for them as they now have domination over those top two spots for search phrases containing Car Insurance without resorting to the PPC lottery (some terms only have one position filled).

Whilst its a good move for them, I wonder what all the other big guns think about it and how it affects a competitive market place. For example Norwich union can now only appear in position four for term: norwich union car insurance.

I think what it has done indirectly is proved to those over zealous merchants that they don't necessarily/automatically own broad phrases that contain their trademark, because whilst affiliates may be instructed not to bid upon certain terms, RBS can come along with their deeper pockets and go - 'Wallop - we own this space now' .

I dont know if this will be a trend when msn ditch overture altogether but they could realistically auction off permanent placements for the top three positions and leave the lit'luns to bun fight for the rest.