Digg Dugg (Updated)

Digg has decided to get out while the getting is still good. The social news site is said to be the prize in a bidding war that includes potential purchasers Google and Microsoft, along with two unnamed media companies. (Gee I wonder who those are?)

Anyway … Digg has reportedly hired New York investment bank Allen & Co. to help it find a buyer and has tempered its hopes for a $300-million sale price to a more realistic $200 million to $225 million. Microsoft, it’s worth noting, is said to be mulling a price even lower than that, which makes perfect sense since the software behemonth is already the exclusive provider of display and contextual advertising on the site. Course, Microsoft had a similar deal with Facebook, and that didn’t stop the company from taking a $240 million stake in it that valued Mark Zuckerberg’s little Harvard project at $15 billion.

UPDATE: According to Digg, this rumor is–like others that have gone before it–utter nonsense. In a post on the Digg blog, CEO Jay Adelson writes, “Normally our policy is to not comment about things like this, but this morning’s rumors about a bidding war involving Google and Microsoft have created such a stir we feel compelled to tell you all directly that they are completely inaccurate. Sorry to burst any drama theories, but they aren’t true. We remain focused on improving Digg and rolling out great features.”