Google is a global business tax. The more margin you have in a given product or service, the more you will pay for the exposure that google offers. The more you make, the more they take, and that is their weak point, it’s a predatory model.
The downfall of google will be fixed price advertising. The cobbler will pay the same rate as the butcher. There is too much chaos built into the current bidding system and advertisers hate it.
The entity that wins the hearts and minds of advertisers will crush google.
Does anyone remember Hotbot? How about AltaVista? Many search engines had their day in the sun but they all flamed out. Google had a good run but it’s inevitable that it must go the way of other serial predators, into the trash bin of internet history.