With its projected 32% percent growth rate in 2008, Google is effectively raising the bar. Meanwhile, AOL and Yahoo! are trying to keep up. As MSN's net revenue growth in the U.S. reached 24.0% in 2007 and will nearly repeat at 22.4% this year, its costs for getting that revenue dropped net profits. This was the result of an operating loss in 2007 of $949 million (worldwide) due to higher content expenses and investments in its search and advertising platforms.