It does create a tough market dynamic. I'm seeing this from both sides as a founder running a company that is competing with Google as well as when deciding whi

It does create a tough market dynamic. I'm seeing this from both sides as a founder running a company that is competing with Google as well as when deciding which tools to run my business on. The "what happens if Google comes into your market" threat is real. However, Google's size, bureaucracy, and poor support (they are making slow progress here) give smaller, more focused players the opportunity to out-innovate or simply offer an alternative to those wary of ecosystem lock-in. It does make the little guys have to scrap a lot harder. In some cases it pushes technology forward. In others, the pricing pressure can starve innovative companies out of the game because "free*" is so compelling.