Google Value Questions Burn Bright

As expected, Google isn't coming cheap.

But, as the search engine giant's initial public offering fast approaches, it's still up for debate as to whether its stock will be moderately expensive or wildly so.

Sure, the company's stock is looking pricey, even compared with some richly valued peers. On the other hand, investors are known to pay up for the privilege of owning part of a valuable brand -- no matter how hard it may be to put a price on a brand that's become nearly synonymous with searching on the Internet.

"It's like trying to put a value on Coke," says Jefferies analyst Youssef Squali. ...