Google is doing what Google does, which is to say it brings its services to users and users use them. And all of it is subsidized by advertising.
Google is playing a different game, and until someone starts challenging them they're going to continue to be adopted as the platform of choice for every market they're in. The only exception: Facebook.
To provide a little context, Googles revenue in the UK alone was $200 million more than Facebook's highest revenue reports ($500 million).
http://investor.google.com/releases/2009Q3_google_earnings.h...
On earnings calls, every quarter, the report on revenue growth is centered around various metrics with search advertising. Search advertising continues to be the most profitable form of advertising on the web. Facebook has impressive statistics, but I don't see them challenging Google in any one of Google's core businesses. When Facebook becomes a public company and matures more and has a solid way of generating revenue then they might be in a position to challenge Google.
let's wait for google wave to grow up.