There are very strong parallels with the Facebook platform and companies building their business model around free traffic from Google. Small guys get walked al

There are very strong parallels with the Facebook platform and companies building their business model around free traffic from Google. Small guys get walked all over while bigger ones that reciprocate dollars back to the traffic source (such as Demand Media in Google's case, or Zynga in Facebook's) suspiciously get the red carpet. As a business owner you should absolutely exploit every opportunity you can to get those users from wherever the traffic is flowing from. However, if you don't hedge your bets, you may find that in 3 years instead of having a nice business you have absolutely nothing.