QuoteDonna L. Hoffman, co-director of the Sloan Center for Internet Retailing, at the University of California, Riverside, predicted that Internet users "will really like this because it's probably a better way to search a site than going to the sites themselves. " "But as consumers appreciate this more, there'll be more and more outcry from companies." Ms. Hoffman said. Consumers who see advertisements on Google when they search The Post's or The Times's content might view the ads as carrying the endorsement of those news publishers. "Why would I advertise on those other sites when I could just advertise on Google and piggyback on the equity of the other brands?" Ms. Hoffman said.