I dont think either clickfraud or search quality is as big of a threat long term to google as is their monolithic nature. So far google has refused to open up p

I dont think either clickfraud or search quality is as big of a threat long term to google as is their monolithic nature. So far google has refused to open up programmatic access to a) The data that they index b) The metadata that gets generated on top of the data c) The user context available for individuals based on their online activity. As the economic value of the above three entities grows, the financial incentives to prove the above three things also grow. I believe people/companies need the above three things to build compelling online applications. In the long term if google refuses to provide context + data + metadata someone else will step in to fill the gap.