... and google is racing to catch up. There is a monopoly to be created and rent to be extracted and no matter how "not evil" an organization is, if they play

... and google is racing to catch up. There is a monopoly to be created and rent to be extracted and no matter how "not evil" an organization is, if they play in this sphere, they must adhere to this model or they won't be in business. Everything you need to know is written in a very nice book, recently published: http://en.wikipedia.org/wiki/Tim_Wu#The_Master_Switch http://en.wikipedia.org/wiki/Tim_Wu#The_Master_Switch ... you could have predicted well in advance that google would go this route.