Yeah but how long will he do that?
I mean if 10 people want to buy one GOOG at the sticker price of $600, that's costing SJ-e 6 big ones already.

What happens if more people want to buy and GOOG just goes higher and higher?

On a ontopic note, I think GOOG will be innovative for quite a while. There's been points where I thought GOOG couldn't come up with something new. But they keep researching. They find new markets.
Personally, I don't think Yahoo's any threat to Google. Google is so different than Yahoo. Google cares about its users. Yahoo tries to screw them over by telling them who got fired on The Apprentice this week. Forget most people using PVRs who record such shows to watch them later. Yahoo doesn't tell this in the interest of telling latest news. But so people can see the "exclusive" videos on Yahoo and think to themselves, "Gosh, this Yahoo - I can't live without it!" But this ruins the whole fun of it.
Yahoo was good when it first started but now it's too commercial. Look at the Yahoo email inbox. You can barely see the Inbox link on the main window because the huge picture of a smiling girl for the Yahoo personals ad is blocking pretty much everything on the screen. All their games are all Java based, slow and full of ads. Sometimes it's hard to simply start a Pool game because of so many levels of "I don't want to buy this" clicks that one has to see.
Good luck if you install the Yahoo toolbar.
Google, on the other hand, has maintained an image that is getting most people to think, "Simplicity, thy name is Google." And it offers many useful services.
Hey, BTW, is this Ads by Goooooooooooooooooooooooogle after the first post a new thing? Really in the way.