I've been pondering some more on this from a different angle and semantics .
Since the advent of the internet people have been jumping about with concerns over direct distribution opportunities , which fuelled hysteria leading to the dot com boom and bust. The distribution chain is still as long as ever 13-15 years on. How has Google changed that - probably not , they've just polarised search distribution and do it better than anyone else did.
The question is, i suppose , is Google dependent on intermediaries and affiliates to deliver it's future revenues , or can it grow profits from this by cutting through middlemen and exercising it's portfolio of tools and acquistions.
But how exactly ? That is the question that leads to the response strategy.