Dinged! Kayak and Travelocity Trade Sponsored Link Jabs

You have to love it when brands go gorilla on one another!  Especially when those brands start buying sponsored links to send a message.  Note the sponsored link text (above) from Kayak when you type the keyword “bing travel” in Google. (note: If you do not see the sponsored link right away just  refresh  the page).

Microsoft’s own Travelocity got into the game by calling out Kayak’s attempt to go after their dominant position in the hotel and review space by launching a site called Travelpost.  They bought the keyword “travelpost” and had this to say to Kayak:

Both of the sponsored jabs go to the homepage of each of the respective companies (no trash talking landing pages to take the fight to another level….yet).  I am curious the impact, if any, this approach is having on prospective customers?  Thoughts?  I personally find the fued entertaining.