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"Advertising company will block ads"?

or is it

"Advertising company will block ads (obviously except its own)"? "Content providers - use Google's ad network if you want to make sure you get ad revenue from Chrome!"

Will Google try to remain "fair"? Does the profit-maximizing moves align with "fairness"?

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I am not sure profit-maximization is ever primarily concerned with fairness. Google is probably not the exception to this. However, like many things Google this is something that will improve user experience (no more shitty, malware infested ads, by default) and undercut their competitors. So, most of their users aren't really going to be up in arms.

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