It may not be their biggest revenue stream, but I'll bet it's critical to Google for another reason. Advertising is somewhat zero sum. You can invent a more e

It may not be their biggest revenue stream, but I'll bet it's critical to Google for another reason. Advertising is somewhat zero sum. You can invent a more effective way to advertise, but the total dollars that a business will spend on advertising will remain the same, just through the new channel. So how do you increase revenue once you have captured the market? Make businesses spend to defend their own brand against imposters. This is something that didn't even exist prior to online advertising and could get businesses to actually increase their ad spend over what they would have previously. The internet is becoming more dystopian every day.