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They have a network effect going which is unbeatable in the way that eBay owns the mom and pops and MSFT owns the desktop.
They own the advertisers via AdWords.
What Google needs to do, is go harshly to town on it's adwords customers, providing them every free service under the sun they can think of, and then selling them advertising in every single possible place in existence.
That's their strategy for success, and it's a good one, because the more places to advertise - the more advertisers will want to come on board. The more advertisers that come on board, the more people will want to sell advertising to Google.
Powerful network effect that no one can beat, not MSFT / eBay / Yahoo .. anyone.
How do things like Google base give people a place to advertise?
It doesn't, it's for people who don't have products or a website to advertise. It just makes no sense. GBuy? How does that create new places to advertise? I mean .. really.
Google needs to switch its company motto to -
"Advertise effectively anytime anywhere"
When they do that coherently and effectively I might stop shorting them.