i presume he means the increase in the traffic acquisition costs like the $12billion (!!) they pay Apple to remain the default search engine in Safari. i alway

i presume he means the increase in the traffic acquisition costs like the $12billion (!!) they pay Apple to remain the default search engine in Safari. i always found this baffling business logic from Google. i think Google is a strong enough brand that a lot of people would switch to it if it wasn't the default. maybe not everyone would switch but not worth $12 billion a year