San Francisco Ad strategy planners Rapt report that 1% of all searches on Google hit the 'I'm Feeling lucky' button, and so bypass a page of search results containing ads and get flashed straight to the top choice returned against their search.
The cost of this to Google, say Rapt, is $USD 110 Million, which for the non-mathematicians among you is 0.1 Billion Dollars.
But lose no sleep on Google's account.
Their declared revenue from helping marketers get their message in front of the other 99% of searchers in the calendar year Jan 1 - Dec 31 2007 was $USD 16.594 BILLION Dollars.
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