Thought experiment. X costs you 100. A person tells you they'll sell you a service to allow you to buy X for 90. How much would you pay for that service? You'd

Thought experiment. X costs you 100. A person tells you they'll sell you a service to allow you to buy X for 90. How much would you pay for that service? You'd pay up to 10, which the person then pockets. That happens because the person has to competition, so knowing that X costs 100 and you're getting it for 90, they'll charge you 10. That's google. They don't have competition in search.