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If there were no reserve price there would be eight ads on every single search no matter how abstruse the search and irrelevant the ads were to it. Especially since currently only a small percent of searches have ads, Google could actually make more money that way, but everyone wound find it really annoying.

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They wouldn't even necessarily make more money that way, after user learning effects, if people found it annoying enough that they would use Google less or get in the habit of quickly scrolling past the ads.

very possible. it could be a lose-lose-lose. but in any event it's more complicated than just trying to juice auction prices as a cash grab.

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