I like Microsoft's play here as it perhaps offers insight on how Microsoft will poke at Google over the coming years.
Microsoft will protect you, Google will expose you. That's today's message from Microsoft to the American Association of Publishers
In the future I expect Microsoft to assert that by buying their software they will protect your privacy, whereas Google gives away its software in exchange for your privacy, which they resell at a tidy profit.
The ultimate question will be whose story is more credible, because I also like Google's message that by exposing more of your content (at least for publishers) you will actually sell many more legal copies of your protected works. Seems to be a successful model at iTunes anyway.