Google is WAAAAY behind in search marketshare in Korea. nate.com is the portal / search engine that most of the population uses and Google is having major issues getting mindshare. When I was in Korea, I would ask people why they were using nate.com and not Google and I would hear either "Nate.com is better", "Google doesn't work right" or "What's google?". That last one would blow my mind. South Korea adopted the internet and established protocol VERY quickly (some obscene number, around 80-90% of the people use cyworld, the Korean version of MySpace, that's the entire population, kids, teens, senior citizens, everyone). Google missed out and has been try to play catch up every since. They're like the Zune of search engines there. It's not surprising they're trying lots of new things for Korea only.