Just after I posted that stuff about Google I went over to Google Co-op and took a little closer look. The co-op is an open "community" compilation of information on a variety of topics. It’s kind of like a wiki since you can register to contribute. But it looks like the more you work the co-op the more links to you or your business get to the top of searches. One category is health. Go over and type in "cancer" for a look at where it goes. "Experts"–like the Society–are going to want to figure out how to play this if it takes off.