With last week's announcement that users can now build personalized Google homepages in what is likely a move toward creating a Google portal to challenge Yahoo and MSN, pundits are pondering the search giant's long-term intent and possible strategies. The New York Times writes that the new service will gives Google a leg up in the battle to deliver ads tailored to a user's stated or implied tastes or product searches. Google's recent Search History initiative is in line with that approach, as was, according to some, its Web Accelerator effort, which was cut short (at least for now). Gmail confronted similar privacy concerns when it was first introduced, because Google placed text ads adjacent to email messages based on their content.

Meanwhile, a CNET piece examines whether Google is too closely replicating its rivals' portal efforts, thus leading to an identity crisis as it reaches beyond its search roots as it seeks out online ad dollars. Although it isn't advertising on the homepages yet, they are likely to become primo online advertising space, with ads targeted based on the type of content and preferences selected for the pages.

Analysts have their theories about what Google will come up with next. Some predict an instant messaging product. Some also expect Google to take Gmail out of beta soon. For the longer term, others see the homepages as a platform for audio and video content, even TV listings. One thing is certain, Google is morphing before our eyes.