Google (and other companies following in their wake) are doing nothing new... this was fine tuned on "Madison Avenue" back in the 1930s and fired up full bore in the 1950s. The advertising market is what it is... Google hasn't changed a thing... other than moving the print aspect to the web. Why anyone is surprised is a surprise to me. That said, however, Madison Avenue was hundreds of companies doing this... we're down to what... three? ... where the biz is located. And that, kiddies, is problematical. So I am not surprised that government (any government... they are all always hungry for money) will get involved.