In our top 10 predictions of 2009 we said that unceremoniously, Google will start to kill a lot of products which launched to much fanfare but never crossed over to mainstream appeal.

We read off Tech Crunch that Lively is axed.

What’s Lively?  Exactly.

But the fact remains: big, medium and small-sized firms are going to start cutting faster, bigger and bolder than we’ve ever seen.  Think about it: two of the biggest segments of ad spending - carmakers and financials - are currently castrated.

Sure, the carmaker CEOs will fly down to Washington to panhandle via their private jets, but they won’t be spending on advertising… Google is already 50% down from its all time high, to ensure it won’t lose another 50%, Google will actually lead the charge and cut more than ever… which is a mistake, because with its massive $10B+ cash hoard, it could galvanize the Web and make it its own…