Google's EMD decision must have hurt their profits: When EMD's ranked well, large companies were forced to spend huge amounts of money on Adwords to maintain a first page presence. Overnight, they found themselves at the top of organic results and could significantly reduce their online spend and still achieve the same level of visibility. Whereas, the owners of (most) generic EMD's who were previously at the top cannot replace Google's lost income, simply because they don't have the money. I understand why Google made the decision and their search results are arguably better for it. However, they could afford to lose advertising revenue. Yahoo & Bing cannot, which might be why they haven't gone down the same route. However, if/when Google come under pressure to increase profits, reversing EMD would be an quick fix. So, whilst many think the days of EMD value are long gone...maybe now is a good time to invest in top EMD domains?