Other comments mention difficulty, cost, conditions, etc.
Also, competitive agreements: of the big players like Apple, Microsoft, Facebook/Meta, Amazon, etc., only Google is in the ad business. But it has credible threats of digging into their businesses - GCP, Android, (not to mention software licenses and competitive access to e.g., Samsung), etc. So they agree to cede the ad world to Google, to keep Google out of their businesses.
The injunctions cannot be effective. Google ads are essentially a tax at a fine scale that rational people chose when it didn't change site behavior. But then Google ads changed the nature of the web itself, converting every snippet of information into an opportunity to monetize. Neither would change with a public search.org, and injunctions to license ad-free indexes won't change site behavior or publishers' self-interest in selling access to their content to Google alone.
Google knows the injunctions are unworkable and ultimately ineffective. The only question is what price they have to pay to the Trump judiciary to counter them.
Also, competitive agreements: of the big players like Apple, Microsoft, Facebook/Meta, Amazon, etc., only Google is in the ad business. But it has credible threats of digging into their businesses - GCP, Android, (not to mention software licenses and competitive access to e.g., Samsung), etc. So they agree to cede the ad world to Google, to keep Google out of their businesses.
The injunctions cannot be effective. Google ads are essentially a tax at a fine scale that rational people chose when it didn't change site behavior. But then Google ads changed the nature of the web itself, converting every snippet of information into an opportunity to monetize. Neither would change with a public search.org, and injunctions to license ad-free indexes won't change site behavior or publishers' self-interest in selling access to their content to Google alone.
Google knows the injunctions are unworkable and ultimately ineffective. The only question is what price they have to pay to the Trump judiciary to counter them.