Maybe it's more Mayer magic.
For the first time since 2008, Yahoo! has topped Google in U.S. web traffic, according to the latest monthly figures from ComScore. Those numbers show Yahoo! sites edging out Google sites for the month of July, with Microsoft, Facebook and AOL sites rounding out the top five.
Now, before you unload all that Google stock, this doesn't mean the balance of power has completely shifted. After all, it's how much money Google pulls in that really wows investors - that's something Yahoo! has to do better no matter how many people are watching.
That said, it's the first time in five years that Yahoo! has such bragging rights, and they're probably feeling pretty good in Sunnyvale.
ComScore says it still counts recent Yahoo! purchase Tumblr as its own entity, but Yahoo! CEO Marissa Mayer has been on a buying spree lately, and that's likely brought many new viewers into the fold.
Yahoo! (YHOO) shares have also been on a roll lately, doubling over the last 12 months.
Scott can be viewed on Twitter: @scottbudman