This is in response to fairly weak advertising performance,

We exceeded our original forecast for the second quarter due to outstanding operational performance and the deferral of certain advertising and promotional expenses to the second half of the fiscal year.

It would be another way for Google to sell targeted advertising and burnish its brand. And it's very much in the tradition of Google's brand promise - great stuff free.

Some directors cast you because they trust you to do the performance - but then they forget to direct you.

Things like the vertical fashion show and our advertising are the 'expect more' piece of it, ... The expect more side of it has made it OK for anyone to come to Target.

advertising is the price you pay for having unremarkable product or service