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Just imagine for a moment if Microsoft, or just about any other high tech company had that kind of monopoly on this advertising market. Well, you already know what they would do. They've done it. They would try absolutely everything they could to squeeze the last dollar out of advertisers, and publishers. And I can guarantee, even promise, that publishers would in no way be making as much money as presently. And as a result, the entire operation wouldn't be as successful or durable in the long run.
I think this will work over the long haul for Adsense, and for the good publishers, especially the niche publishers. And the reason is because Google and Adsense has not gotten so greedy that they try to screw everybody as much as possible. And that can't be said for a lot of other high tech companies out there.
But that's off topic.