I think that's why they're trying to go about it in a way that still allows Google to provide the search. As for the benefit, when Google and Facebook jack up

I think that's why they're trying to go about it in a way that still allows Google to provide the search. As for the benefit, when Google and Facebook jack up the prices of ads, it's probably increasing the prices of many things you buy on the internet. Just as an example, I recently tried to run an ad on Google. There are no competitors in this space at all. It cost me > 1-2 USD per click. 10-15 years ago I also tried to run an ad on Google. When there were no competitors, you could have the ad for something like 0,04 USD per click.