That's peak Google right there. It's the infection point on their organic growth. They've got a long tail of incumbency and subsidized dominance ahead of them,

That's peak Google right there. It's the infection point on their organic growth. They've got a long tail of incumbency and subsidized dominance ahead of them, but in the lifecycle of a company, this is the out of touch moment that demonstrates they've passed their middle age. In terms of half life, this suggests they've got another decade of some vitality, and then a kind of legacy presence in the decade after that before their furniture gets picked up by something newer in a growth phase. They would be well served to update their motto to, "Don't be fatuous." It's the best they can do now.