freejung - 7:09 pm on Jul 22, 2011 (gmt 0)
for me, there is only one consequence: break up the company into at least two independent businesses - namely search and advertising
That makes a lot of sense from an antitrust perspective, but from a business perspective -- how does the search-only company support itself? There's not actually any money in search alone. Well... OK, maybe a tiny trickle from white-label site search, but not much.
Maybe it would make more sense to split them into two search+ads companies and make them compete against each other. Then nobody would have a majority share of either market.
The problem with that is that whichever one gets the domain google.com will win. So maybe you take it away from both and install a redirect script to split the type-in traffic down the middle.
Or maybe there's just no simple solution. It's a complex problem. We need to find some way to solve it though. Monopoly leads to stagnation.