Paying people to use your product can smack of desperation. Indeed, Microsoft’s new cashback scheme, in addition to being an attempt to steal market share from Google in search, could be an attempt to squeeze the internet giant’s business model.

Under Microsoft’s scheme, online sellers of such goodies as cameras and flights can pay to be featured on its Live Search site, offering a rebate on the regular price they charge. If a buyer chooses to make a purchase through the system, the seller pays the rebate to Microsoft, which then passes an undisclosed portion of it on to the consumer.