I'll give another perspective: In my industry at least, Google has become incredibly expensive due to a few unicorns spending ridiculous amounts of money just t

I'll give another perspective: In my industry at least, Google has become incredibly expensive due to a few unicorns spending ridiculous amounts of money just to put competitors out of the game (because they have the money for that, even if it doesn't make sense from a unit economics point of view, and Google is cool with it). By contrast, Facebook remains very effective for the same kind of goals, at least for the moment. I get the feeling this isn't unique to my industry so yeah, I'd venture to say there is a lot money shifting platforms.