They don't need to be. Search advertising is their golden goose (and i don't think they are trying to get away from it!). The question is whether these failed

They don't need to be. Search advertising is their golden goose (and i don't think they are trying to get away from it!). The question is whether these failed experiments are informative, if they have contributed a body of knowledge that is proportional to the investment taken. Their car experiments seem to have sparked a bout of incremental improvements that is probably gonna create a wave. As for the rest, i am not sure if there are lessons to be learned here.