Conversely, Google has already drawn Microsoft's attention, and perhaps becoming a straw man in the process.

Microsoft has been working day and night on its search engine. And its Windows Live product, a collection of next-generation internet services including search functions, email, instant messenging, etc.-- is competing directly against Google.

This is because Google and Microsoft are both cowboys at heart. It's hard to conceal their confidence, persistence, and arrogance.

In coming to China, Google must face this challenge. If it maintains its current image, it may be unable to adapt to local customs. If it changes too much, it will blend in with all other search-engines. Ultimately, it will take more than a name for this company to succeed here.