Such is his commitment to breaking the old system that BHP has recently been testing indexed prices by selling iron ore on spot markets at well below contract prices.
Commenting Mr Macklin said sponsored results must be clearly marked and though they might help with some queries user testing showed that people need to be able to spot the difference.
But Burnley emerged from a testing spell to level matters in the 66th minute, Blake sending Marshall the wrong way from the spot after the goalkeeper had tripped Ian Moore.
Described by a PR rep we contacted as a "new user experience" the company is testing, the assistant talks to users directly and asks them to rate a few movies on the spot before providing new suggestions.
Other Fortify products examine patterns of coding behavior to spot mistakes and enable developers to try hacking their own code when it is in a final testing phase.
It will take years of additional testing to prove if the so-called PapGene technique really could work as a screening tool, used to spot cancer in women who thought they were healthy.