1. BIDU content verticals is only a very small fraction of QIHU's searches, so what BIDU did will not have meaningful impact to QIHU's traffic  2. But this might irritate QIHU as it is unfair to Qihu users, and give QIHU an excuse to escalate 3. QIHU has a lot of aggessive means to take traffic from BIDU (Extreme case like QIHU blocking users from opting in Bidu search opt on Qihu browsers), which QIHU has not used yet 4. Now QIHU has a great media story - the BIDU evil empire trying to bully the tough little guy, and i think QIHU will get free media coverage 5. Look at QIHU vs tencent war. Tencent was in a much stronger position vs QIHU and still lost.