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In this photo taken April 9, 2010, Google sign at Google headquarters in Mountain View, Calif. Google Inc. plans to buy travel technology company ITA Software Inc. in a $700 million deal that would enable the Internet search leader to steer more of the airline reservations booked on the Web. The all-cash deal announced Thursday July 1, 2010, signals Google's intention to challenge flight-comparison services that are ITA customers, including Kayak, FareCompare, Hotwire and Microsoft Corp.'s Bing Travel.  Paul Sakuma / AP Photo