Sorry my previous comment has been cut-off, phone issues.<p>Yes Google extracts a lot of value, but it does offer a lot too(and let&#x27;s not forget the moonshots). And btw, the reason your friends pay a lot is partly because there&#x27;s a lot of competition on their keywords. Is that Google&#x27;s blame ? And that&#x27;s the reason why uber drivers make less - competition.<p>BTW isn&#x27;t it often the trade-off ? choose small, local businesses - and get far less innovation and value - or large business and get more innovation(because they have the capital, plus other structural benefits) and value, but lose lots of control and get more value captured ?<p>I think the best we can have is competition between the large and the small. So you have Amazon and Ebay&#x27;s merchants ,each restraining each other. Maybe we need more stuff like that ,competition between the centralized and the distributed.