The big news this week, of course, is that Google is developing its own Operating System dubbed Chrome OS. Cue the headlines about the search giant, once again, taking aim at Microsoft. And of course, on one level that’s absolutely correct. Just like any other newly launched OS needs to take market share away from Redmond in order to succeed. But it won’t be easy.

See also: Linux on a Netbook? Intel thinks its all about the User Interface

While Google says it wants to build an OS from the ground up in order to make it easier for users to get on the web and utilize web-based applications – and view more Google ads – managing user expectations will likely be the bigger challenge. For all the technical hurdles that Google will undoubtedly overcome – faster boot up times, greater security, support for next gen web standards (HTML 5 etc.) – weaning users off of Windows will be no easy task. The failure of existing Linux distros to become the defacto OS for Netbooks, despite getting a head start and backing from OEMs, doesn’t bode well for Chrome’s chances unless Google is able to redefine not just the OS but what users expect from their PCs.