Google's ad load just keeps going up. No one in their right mind for like the first 10 years of this decade thought that Google would make more than a hundred billion dollars of revenue just in search ads. The dirty secret behind the ads model, and this actually goes back to even TV, is that ads have to stand out. And so, it's hard for the organic team to say, we can create the best product that there is while they're constrained by,. but don't kill ads monetization too much.

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