Therefore it is fitting that the rivalry played out on the world wide web has been replicated in a face-off between rappers.
Seated on a scooter, a geeky young man dressed in a white vest and wearing a cap and glasses represents Google.
He takes on, in turn, Yahoo, dressed as a Cowboy and MSN, sporting in a blue superhero's catsuit.
The contest that has become the focus of attention features the world's dominant search engine launching a scathing attack on arch rival Microsoft's MSN.
"Your new system hasn't got many users, they only use vista because it came on the computers," the lanky rapper spits out from under his baseball cap.
"Step to me and I'll wrestle you blue, my dyslexic fans call me El Goog. Well connected, I've got crazy links. SEO (search engine optimisation) just means what Google thinks. Smart people want to work for me."
In turn, the lycra clad MSN man retorts with: "You bought YouTube for $2billion bucks, he bought YouTube and the search still sucks".
"I own your platform, I own I.E. (a reference to Microsoft's internet explorer), I own all degrees of the game 360 (Microsoft also own Xbox 360)."
The verbal assault rises to a boastful climax "I bought Facebook and jack your employees. You have users they'll soon be leaving ya because they search Wikipedia".
The emnity between the two rappers replicates the fierce competition between the companies. Microsoft has invested heavily in improving and promoting its search page, while Google recently launched an internet browser, Chrome, to challenge the might of internet explorer.
Google's lesser rival Yahoo, which came close to being swallowed up by Microsoft earlier in the year, gets short shrift on the mic.
"Who is this guy? I thought he died with Altavista and Lycos", Google declares.