Google vs. Its Advertisers

Feeding the hand that bites you?

If you search for Voice over IP, or Digital Telephony or VOiP or Skype, or any other keyword related to making phone calls over the internet, you'll see that VoIP providers have caught on to search engine marketing pretty quickly.

How much money is this industry spending with Yahoo and Google right now?

And is there any other industry out there right now where the media companies that are making so much from their advertisers have just turned the tables and become their biggest competitors? Food for thought.