This is straight out of the Nintendo Playbook. I think that if they could promote this in a way where baby boomers view this as another part of the wellness movement and not as a sign of old age this might just work!
It Seems that a good way to increase the web search market share is to reel in those baby boomers into searching as a preventive measure against Alzheimer’s disease.
On the 8 Spot » Google vs Alzheimer’s.