AFAIK Google pays the same VAT as everyone else, which is the bulk of collected tax (particularly when you consider that if Google has no significant operations

AFAIK Google pays the same VAT as everyone else, which is the bulk of collected tax (particularly when you consider that if Google has no significant operations in the country, it has no VAT payments to deduct). Google (and other on-line operators) have taken market from national advertisement companies because they are much more efficient and offer more value, not because of taxes.