Surf Canyon CEO Mark Cramer tells Vator.tv's John Shinal that he likes anything that will boost the search market.

That includes Microsoft's plan to give users of its LiveSearch service discounts on products they find through using it. 

Cramer's company makes a software plug-in that helps improve search results by pulling out listings that are similar to those a user clicks on.

The company raised a seed round last month after bootstrapping itself for several years.