Back in August the trade press and I discussed Orange's bold 'I Am' campaign which encouraged people to search for [I am].
Guess who is also running an "I am" campaign... Yep; Microsoft and their "I'm a PC" counter attack on Apple.
The paid search ads are getting interesting. If you search for [I am] + generic then you tend to get adverts from Microsoft battling for the top spot against Orange.
I also think Microsoft should consider using their own AdCenter Analytics. The PPC ads here redirect through Atlas (which Microsoft, at least, owns) and end up in a URL which contains the tracking string
WT.srch=1- which is how Webtrends starts to seperate SEO and PPC traffic.