Friday 8am Silicon Valley news report:

Microsoft's John Schappert coming back to EA -SFGate

The return of Schappert is the latest in a number of EA-Microsoft moves. Peter Moore, the former head of Microsoft's Xbox business, left Redmond in 2007 to become president of the EA Sports label. Don Mattrick, a former EA president, made the jump to Microsoft earlier that year and eventually replaced Moore.

Ballmer: We Should Have Built Search Sooner -WSJ

“In our industry, the No. 1 mistake that people make is that they quit too early,” Ballmer said during comments to the Executives’ Club of Chicago. “If you look back at any great technology business, it took a while to build up.”

Report Shows Big Drop In PR Agency Profitability -web2.0

In his blog, Harvard Business professor John Quelch writes, “This is not the time to cut advertising. It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

LG to produce monitor with virtualization technology -Reuters

"Every single one of our workstations needs a monitor, so why not build our technology directly into the monitor," said Stephen Dukker, chief executive of privately held NComputing.

U.S. company tells PC makers: halt China anti-porn software -Reuters

Solid Oak Software Inc, which said it found pieces of its CyberSitter Internet-filtering software in a similar Chinese program, said it had faxed cease-and-desist letters to Dell, HP and Gateway, and to the U.S. units of Sony, Toshiba, Acer, and Lenovo.

Jury rules against Minn. woman in download case -AP

This case was the only one of more than 30,000 similar lawsuits to make it all the way to trial. The vast majority of people targeted by the music industry had settled for about $3,500 each. The recording industry has said it stopped filing such lawsuits last August and is instead now working with Internet service providers to fight the worst offenders.

China Holds Firm on Software Filter, U.S. Firms Say -NYTimes

In a further sign that Chinese officials are trying to assert more Internet control, the city of Beijing wants to recruit 10,000 volunteers by summer’s end to monitor online content, said an employee of the city government’s Spiritual Civilization Office.

Congress Questions How Web Sites Use Personal Data -NYTimes

Congress today summoned executives from Facebook, Google, and Yahoo to inquire about how they are tracking consumers for advertising purposes. The hearing signals an increasing interest on Washington’s part into what online companies are doing with all the data they have on their customers.

The iPhone OS 4.0 Wishlist -SFGate

we noted a few new features that should be thrown in for the next update as well as a few existing apps that desperately need a makeover.

Computer-makers fight China's filter order -SFGate

The Georgia Supreme Court on Monday ordered Expedia to collect and pay hotel occupancy taxes to the west Georgia city of Columbus. This could set a precedent for San Francisco and dozens of other municipalities across the country waging similar pitched battles with online travel companies.

Salesforce.com Now Lets Companies Build Both Apps And Sites In The Cloud -TechCrunchIT

Salesforce is also announcing a free edition of Force.com, giving small businesses and entrepreneurs a budget friendly way to use Salesforce’s platform.

Cisco technology changing the way fans watch sports -MercuryNews

Increasingly, the nation's $750 billion sports entertainment industry will depend on technology to cement relationships with young fans faced with a multitude of activities competing for their attention, said Rick Horrow, a sports business analyst for CNN who teaches a sports law class at Harvard University.