For all those who suffer from Microsoft’s careless attitude towards its customers, expect the same from Google if it becomes a monopoly. For all those who are angered by the slow pace of innovation in the desktop OS industry, the same thing will happen to the search engine market if Google owns 90% of the market. This is not the case because Google (or Microsoft) people are evil. It is only because it is in the nature of monopolies: they do not have any incentive to innovate and they can resort to price discrimination for better profit rates.

So when I read something like the open letter from American advertisers, I must be in favor of the arguments that it supports, because it makes a lot of sense if we think of it from a technology strategist point of view. Competition will force both players to offer better products and prices to their customers. So why be against it? Of course, we can go on and fantasize about a future where Google will own 100% of search engine market but that it would not stop it’s pace of innovation and that it would not start asking for money in exchange of search results.