Wish I could find the article I read this in (googling around has failed me), but I believe around 2010 they also started bringing in execs and business people from Hollywood/MSM and there was a big clash of cultures.
The Wired article looks particularly painful. If memory serves, Yahoo first declined to buy proto-Google for one million. Then again in 2002 for 5 billion.
Pretty much everyone with a million dollars laying around declined to spend it on acquiring Google back then, it's not like Yahoo was the only company they approached.
