I think that this article really misses the greatest threat to Google, which is the potential decline of the value of advertising. Google makes virtually all o

I think that this article really misses the greatest threat to Google, which is the potential decline of the value of advertising. Google makes virtually all of its money from text ads. If ad-blocking software were to get very popular, or, due to consumer behavior, people clicked on less ads, or bought less after clicking, Google's ad inventory would be worth less. Furthermore, there are several potential feedbacks to this that make the problem worse. First, businesses that rely on Google ads either to drive sales, or for their own revenue source could abandon Google or go out of business. Second, as this trend continued, Google would become unprofitable and be forced to lay off staff, reducing morale. Furthermore, Google's stock price would go down, making employee stock options worthless, and causing a loss of morale, or force increased salaries which Google would not be able to afford.