Still, Greg Sterling, an analyst at Sterling Market Intelligence, said he was skeptical "about whether Yahoo will persuade the market" to adopt Y Connect, in part because so many publishers already have partnered with Facebook.

WSJ: Yahoo to Offer Log-In Links to Media Sites

Greg Sterling, a search market analyst with Sterling Market Intelligence, says that's an example of how Google's "Don't be evil" motto has become an invitation to negative press, regardless of how it behaves compared with its competitors.

FORBES: More Evil Than Google?

WebQL likely will be used as a piece of broader, more inclusive business intelligence platforms, according to Dan Vesset, a senior analyst at IDC, a market research firm, in Framingham, Mass.

CNN: Internet-query tool unveiled at Comdex