"The possible downside is if Facebook gets all wrapped around the axle trying to out Google Google," said Olds.

"They won't be successful if they try to build an exact substitute for Google. They need to build something that's uniquely suited to Facebook users and serves them better, or at least as well, as Google's search tools," Olds added.

Sharon Gaudin covers the Internet and Web 2.0, emerging technologies, and desktop and laptop chips for Computerworld. Follow Sharon on Twitter at , or subscribe to . Her e-mail address is .

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