Thank you for this, I was thinking something similar and I'm not even a lawyer! That said, I have been a competitor[1] to Google in the past. What is missed h

Thank you for this, I was thinking something similar and I'm not even a lawyer! That said, I have been a competitor[1] to Google in the past. What is missed here in the comment and in the article is that the "monopoly" part is really advertising, NOT search. If the Judge ordered Google to open up their SERPs[2] to other Advertising networks that would change things for the better. The reasoning goes as follows; In order to be cost effective, search advertising needs a lot of views. More traffic equals more views. We measured income as "RPM" or revenue per thousand (SERPs in this case), so if you're nominal advertising rate was $1 per click, and in a thousand views of 10 links each (10,000 links shown) you got one click, you would have an RPM of $1. What isn't as well known is that some advertisements, like credit card sign ups, would pay $100 for a click & signup. That meant you could go 100,000 queries with just one click and still be making $1 RPM :-). Anyway, the reason Google pays $23 billion to Apple to have them send them search traffic is that Apple iPhone users are "high end" and will buy stuff after searching for them. One of the reason's Blekko was lucky to get 10M searches per day was because Google was spending billions to have any search traffic sent to them instead. So if you tell Google they have to allow other people to sell ads using their search results, and they have to provide those results at a reasonable an non-discriminatory price, then it breaks Google's monopoly on search ads. Most people who have a search frontend use Bing's results because they are cheaper and available through the old Yahoo! BOSS api. But if Google offered their results sans Google ad insertions instead. You could make a search website that had Google non-spammy results for cost. People would pay for that, especially people who don't use search to shop but use it to find things. Google's long tail crawl is still better than Bings in that regard. [1] VP Eng/Ops at Blekko a search competitor. [2] Search Engine Result Page (SERP) is the 10 links and 10 snippets describing the page they point to.