Okay let me explain why this is a "control" rather than "service" or "handles". Say I am running an Ad using Google Ads. I get to reach all those people who are

Okay let me explain why this is a "control" rather than "service" or "handles". Say I am running an Ad using Google Ads. I get to reach all those people who are using Google services. And since Google has majority marketshare I can easily reach my customers and scale them as much as my budget allows. But at the same time I am bound by an ever-changing Google Policy that dictates what I should put in the Ad and what I shouldn't. Imagine that I or someone in my team pushes out an Ad that violates their policy somewhere. Depending on the scale of violation they can ban you form Advertising on Google platforms ever again. Now, you say that is a good thing. It keeps the bad guys out. I agree with you there. But it is not fool proof. I have seen Ads get rejected for frivolous reasons (like you can't have two different links in the same ad group). Now these rejections stack up and can get you a ban too. Have missed a payment because of some issue with your credit card or bank? Account suspension is a real possibility. Have you used the same credit card for two different Ad accounts? Be prepared to get suspended. Same mobile number for two different Ad accounts? Be prepared to get suspended. There are so many ways you can go wrong and get banned from ever using Google Ads again. Now this is where the danger is. If your business is highly dependent on Google Ads you will lose out on that huge marketshare you had earlier. I don't want my business to be affected because of some stupid policy violation that caused my account to be banned.