What does this achieve? You're transferring an infinitesimal amount of money from, say, an Apple, to Google. In turn, Google becomes even more of a monopoly (b

What does this achieve? You're transferring an infinitesimal amount of money from, say, an Apple, to Google. In turn, Google becomes even more of a monopoly (because previously organic clicks now become paid). And the money Apple paid Google to win your click will need to come from somewhere. A reduction in some other head (organic optimization?) or from increased prices. We'd like to think it will merely reduce Apple's profit margin, but I doubt it.