> I suppose google search business model in a post-adwords world could also be "we have enough cash to run this service until everyone currently alive is dead".

> I suppose google search business model in a post-adwords world could also be "we have enough cash to run this service until everyone currently alive is dead". But they only have this money because of AdWords. That means that, in this world, Google would still exist, but no-one could come enter the search space to compete with it—and surely that's not a desireable outcome.