People say this but there's nothing "natural" about Google's monopoly, to get to where they are today, they had to make a dozen major acquisitions, and if the last few administrations hadn't been bought and paid for, the FTC could have said no to any of them. In particular they should have looked very very hard at Doubleclick. I mean who are we kidding, they should have said no to Doubleclick.

So we are in a world today where things like Android, Chrome, and the default search experience on an iPhone are all what they are because of Google's need to build moats around the GooDubClick cash cow. More importantly it's really hard to compete with these things unless you have a GooDubClick cash cow of your own, which guess what basically nobody does. Decouple them and that will start to change, there will be many businesses that will take all sorts of novel approaches, and that is what we refer to as "innovation" when we are being pragmatic and un-cynical about what innovation is, it's a dozen or a thousand companies throwing new stuff out there and sooner or later some of it sticks and the world changes.

NOTHING is natural about what Google is today unless you consider the FTC not doing its job for 15-20 years "natural."