I look at this subject a somewhat different way. Google is kind of in a "here now, gone and then back" state these days. From a true business standpoint how do you budget it. You can budget for a minimal Google footprint and your fine and you survive. But what happens when Google gives you the free traffic? Many companies don't have the structure in place to handle these swings. Just because Google traffic is strong, do you expand? Do you turn business away? That fluctuation with Googles "on/off" switch can destroy a well run business. You can be strong, expand and then Google cuts the traffic. If your leveraged too much your done. This thing kind of reminds me of the credit crunch a few years back. People expanded too fast with easy credit and abandoned conservative business models and eventually got caught in the credit bubble. I can see that same scenario right here caused by Google. That crisis was caused by bank and Wall Street games and manipulation. Now we have Google manipulation.