I do not think this will go well for Google. They are not dealing with one or two companies going after them - we're talking about dozens companies building out

I do not think this will go well for Google. They are not dealing with one or two companies going after them - we're talking about dozens companies building out cases over years that show potential anti-competitive behavior. Google will have to address each of these individually, and as long as one sticks, I think the dominoes start to fall. Think about all of the industries Google has entered over the years - travel, retail, real estate, news - these are all industries that have players with deep pockets, and mountains of data. It's totally worth the cost of going all-in if it means either they get a settlement, or Google has to make fundamental changes to their products, and/or ad network.