As we’ve written about previously (royal “we”, of course), Google picks up a startup every few days — why not Feedburner?  There are some rumours floating around that suggest that it might.  I say “why not already?”

In a day and age when there seems to be a mad scramble for acquiring technology and advertising assets, why not the pre-eminent web service that almost all bloggers use?

Google is really only number one in search (and contextual advertising). It lags behind in every other category it enters, including email (selection bias is the reason why none of you notice it) .

$100 million?  That’s chump change for Eric, Sergey and Larry.

Why not put it into good use, and not just boost future prospects for technology and strategy, but an immediate hit to Google’s “ownership” of the blogosphere.  By ownership, of course, I mean that everyone and their sister already uses Adsense in some small part to monetize their blogs.  Doesn’t it make sense to own the technology that *everyone* uses to burn their feeds, and get contextual advertising into *that* space as well?

2007 looks like the year of acquisitions — if Google doesn’t pick up Feedburner, it would be surprising if someone else didn’t (*cough* Yahoo *cough* to complement MyBlogLog *cough* *cough*)