The key concern here is the collusion from ISPs. If they were to truly sell prioritized traffic to GOOG-FB-AMZN at a hefty discount, then it stands to reason mo

The key concern here is the collusion from ISPs. If they were to truly sell prioritized traffic to GOOG-FB-AMZN at a hefty discount, then it stands to reason most businesses will stop wasting their time trying to build things that don't leverage those avenues. Even as it stands today, how many "SEO gurus" are optimizing for Bing? If you want to be seen, you optimize for Google. So while I agree that all companies have an Achilles heel, this one is fairly sturdy for the foreseeable future.