Not pedantic, it's the core of the issue. Also, it is not obvious how much much of Google's ad profit is extraction (via being the monopolistic intermediary ru

Not pedantic, it's the core of the issue. Also, it is not obvious how much much of Google's ad profit is extraction (via being the monopolistic intermediary running an auction) vs creating genuinely novel introductions between buyers and sellers. Also, Google's value creation is not just in the money they pay to websites, it is also in their products (search, mail, etc)