Rumors of a bidding war between Microsoft, Google, and two unidentified media companies began in March, sending some Digg users into a panic about what a new corporate overlord might mean for the site. With a no-go on the Google deal, Digg could either pursue other offers or go after another round of funding and keep chugging along on its own.

The two companies had reportedly been in the final stage of talks to bring Digg into the Google News group for $200 million. Some sources said the trouble was due to technological incompatibilities, while another said it was more about a clash of personalities. Digg was informed of Google’s decision late this week, according to the report.

Google has ended negotiations to buy social-news site Digg.com, according to TechCrunch.

Neither company responded immediately to a request for comment.