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Well there's no grand strategy and it's too big and settled for engineering to have much impact.

It's inertia-led.

I bet most googlers hate ads so it's a big state of cognitive dissonance too.

If they hate ads then wouldn't that make them the best people to control them?

Turns out love of large paychecks is stronger than hatred of ads.

no, that'd hurt shareholders.

If they are paid with RSUs, they are also shareholders.

good, now the next logical steps is?...