A deep, thought-provoking piece from Aaron, and I’m going to need to spend some time considering it.
“Introducing Google Tax – his is how Google will kill many mid market players and get a piece of the action for most large businesses. They will keep automating recommendations and arbitraging against your brands and trademarks until you decide to broker an ad deal directly with Google, and if you don’t give Google a big enough cut they will just recommend an arbitrager, some high converting currently hot scam, or a competitor of some sort“
Certainly conceivable. Possible, even. However, the further they get towards an advertising (and information) brokering monopoly, the more they risk legislative intervention. I think that’s the last thing they’d want, and would see it as a major risk worth avoiding.