Executive Summary (This is a document excerpt)

Google Maps elicits a visceral response in many new users: "I'm never using MapQuest again." However, customers' perceptions that Google Maps is more accurate than MapQuest or Yahoo! Maps are flat-out incorrect: All three online mapping sites get data from the same source. So if the data is the same and you count out silly things like brand affinity, what is it that makes customers feel all warm and fuzzy about Google Maps? A user interface that treats them with a little respect.

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