Pay-per-click (PPC) advertising is big business. PPC generates revenues of billions of dollars every year for advertisers, and shows absolutely no signs of slowing down. Programs like Google’s AdWords, Yahoo! Search Marketing, formerly Overture, and late September, 2005, MSN announces it is joining the ranks of paid contextual advertising with its MSN Keywords and adCenter programs. However, no online single advertising scheme, especially one with inherant flaws, has survived the test of time. If history proves itself, PPC (along with Google) may soon be on the chopping block.