Google's proposed buyout of airline fare search company ITA for $700 million sparked plenty of controversy when it was announced earlier this year, but now opponents of the deal have made their dislike official by forming the group FairSearch. The backers are travel technology companies like Travelocity, Kayak, Hotwire, and Expedia, all of whom worry that Google could freeze them out of important ITA technology or could alter its search results to keep traffic away from sites that don't pay up.