Google was always terrified by the fact that they had no moat in Search. This was clear from interviews and articles at the time. That's why they decided to rol

Google was always terrified by the fact that they had no moat in Search. This was clear from interviews and articles at the time. That's why they decided to roll up the ad market instead, and once they had the advertisers Search became a self-fulfilling monopoly. Google Search would be moatless if not for the AdMob purchase.