I stopped reading when he described users of search as Google's customers. There didn't seem any point in reading further after such a basic misstatement. The

I stopped reading when he described users of search as Google's customers. There didn't seem any point in reading further after such a basic misstatement. The point about marginal costs is absolutely wrong too, but I don't have the patience to pull it apart in detail. The reality is there is a customer acquisition cost, it will be spread across multiple domains (technical, legal, financial, and even political) and I would be very surprised if Google believes it's zero.