incrediBILL - 4:02 pm on Jan 30, 2014 (gmt 0)
The losers are not Google, but Google's advertisers; costs will rise.
Not so fast as Bing and others are just waiting to take those advertisers at lower rates so if Google does something stupid and makes advertising not viable for many than other sites will quickly snap up their collateral damage.
The ad revenue ecosystem is what fuels Google so if anything ever impacts this, it's going to be a chain reaction that will unravel a great giant in record time.
Believe it or not, people will go where the ads go because as annoying as ads are, they are legitimate content that people look for when making purchases. People want to know about new products, gadgets, discounts, it's how the system works by exploiting the fundamental hunter and gatherer instincts in our DNA.