If you're an entrepreneur today and you start an internet company without paying Google or Facebook money for advertising you're probably not going to succeed.

If you're an entrepreneur today and you start an internet company without paying Google or Facebook money for advertising you're probably not going to succeed. The only question is how much marketing "tax" these companies will extract from you. If you have direct competitors, you'll at least have to pay Google to keep their name off of the first search results for your company.