There's several aspects here. I quite agree that if Google does not get into the top 2 it will likely be irrelevant in that market. The other aspect, as discu

There's several aspects here. I quite agree that if Google does not get into the top 2 it will likely be irrelevant in that market. The other aspect, as discussed in the article, is that this is a completely new market and way of doing business for Google, which seems to create a clash of cultures. If that is indeed the case it may be extremely difficult for Google to overcome. "The 22 Immutable Laws of Marketing" is a must-read, by the way, as is the one on branding.