doubleclick chooses google

I have just read an article on Scobleizer, about Doubleclick essentially blowing off Microsoft for Google. Most of us would assume that when a company is about to be bought out they would choose the company with the highest bid. However, these situtions are about much more than just money. A company takes into consideration the entire package and its presentation. The article outlined several other important considerations companies, such as Doubleclick, take into account when being fought over. All of these insights are completely logical. People can sometimes get too caught up in the whole money money money mentality but there are deeper, more long term concerns that have to be taken into account. A company wants to make sure it's in the right hands, that its reputation will prosper and that its employess will benefit as well. Unfortunately however, it has happened that companies get clouded over by big bundles of money being thrown at them and end up making the wrong decision. We will have to wait and see how Google's gain will affect them and what directions it will lead it in for the future.