>Now fast forward a decade. Google drop their "do no evil" motto and jack up ad prices. Online store now pays 10 times as much for their ads and have to raise prices to cover the costs.

This is just not true and not how Google's ads work.

Google has a bidding system. You don't have to pay their prices if your ads aren't profitable. You can pull out. You can go somewhere else. You can try other forms of marketing. You can make a better product, better landing page, better messaging so you can convert more users per click.

Your company is essentially competing with other companies for the click. If the price 10x, it's because other companies are willing to pay 10x more. If other companies are willing to pay more for the ads, then your product/business/marketing isn't as good as theirs.