I can't help but wonder if ads in emails didn't generate enough cash Only if you use the GMail web UI or official Google clients that can show you ads. Once th

I can't help but wonder if ads in emails didn't generate enough cash Only if you use the GMail web UI or official Google clients that can show you ads. Once they get people off native clients and onto either Android or at least official clients on other platforms they can start ramping up their mobile advertising to make-up for the loss of web advertising. They've been sly about it so far but they have to pull the trigger eventually. Like you said nothing is free. They may have waited a bit too long to pull the trigger. Now a lot of Google service users are under the false impression they can get a free ride. They may have started using Google services exactly because they looked like a no-trade off free ride. Those days are coming to an end now. It's going to be a very interesting transitional period over the next 12-18 months.