If you're looking for an explanation for TripAdvisor shunning the potential of reaching out to Google's many visitors, it helps to examine its family tree. TripAdvisor's parent is Expedia, one of the many online travel portals concerned with Google's pending purchase of Web-based booking specialist ITA Software.

If Google is successful in acquiring ITA, many portals will begin sizing up the world's leading search engine as a competitor. Orbitz Worldwide (NYSE: OWW), Kayak, Microsoft's Bing, and TripAdvisor rely on ITA for travel information. Other companies -- including priceline.com and travel deals publisher Travelzoo -- would feel the sting if Google begins playing a bigger part in reaching out to Web-savvy travel seekers.

In other words, TripAdvisor is no longer interested in sleeping with the enemy.

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Read also "TripAdvisor blocks Google: The start of a larger trend?" at Search Engine Land, and