But Google could also have licensed search technology to other companies interested in making the top-to-bottom ecosystem play. I mean, they even tried that, th

But Google could also have licensed search technology to other companies interested in making the top-to-bottom ecosystem play. I mean, they even tried that, they were just trying to do it in a market that wasn't ready to take search seriously. Anyway, I'm not saying it's what they should have done. What they have done has obviously been wildly successful. But they could have done this and still given hundreds of people full-career employment and generational wealth.