Saw a piece by Lisa Barone on the Bruce Clay blog yesterday about the new commercial in the US for Ask.com. First of all you sort of ask yourself who the heck came up with the line 'Experience Instant Getification' I Ask you! (pardon the pun).
But I think they have positioned it really well the new interface works. I have been playing with it for about 6 months or more now since it was launched as 'AskX'. Loved it back then and it has grown on me even more now.
Everything is there that you would want functionality wise and you can tell they have really thought about how to effectively position 'Vertical Creep' but still let the different products stand in their own right. The ability to move between text, images, local and other areas of the search results returned works well and at first I was a touch annoyed by the preview function as you roll over the search results but in all honesty it makes perfect sense and you actually start to enjoy using it.
Looks great, works great and the commercial isn't bad either!