Google buying Digg--for love or money?

According to TechCrunch, Google is in final negotiations to buy social networking site Digg for about $200 million, something that's been rumored since March. But why?

Some speculate that the deal is due to Google's "fascination" with the Digg voting concept. Others note that Digg's main revenue stems from a three-year ad deal with Microsoft, something that will end the minute the Google-Digg deal closes. What better way to tweak Microsoft in its ongoing battle for Internet hearts and minds?

But perhaps the best--and, of course, most logical--reason is money, says Profy's Svetlana Gladkova. Not only will the Digg acquisition bring Google more users and more places to seat ads, but the real reason is traffic generation. Depending on how Google plays it, it could bolster overall traffic to Digg, generating even more Google ad opportunities--and revenue. While the acquisition right now is speculation only, if it's true, the smart money is on the money.