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I don't think they'd become very bureaucratic. Sure, Microsoft did, but Apple didn't (at least publicly) after 20+ years. As for the advertising, they are pretty much safe for the coming years. AdSense is too big of a platform, and even though online advertising has declined, that is only because of the recession, and as internet usage increases, so will online advertising (once the economy starts to recover).

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Re: Apple, that's not the story I hear from apple veterans from the mid-90's. I'm not sure how apple reduced bureaucracy (or if it did), but given some of the stories I've heard about the pre-Steve Apple, it was an awful place.

There are already stories of Google becoming more bureaucratic. For example, I remember Paul Buchheit mentioning in some talk about how he first joined Google because the previous place he was started to suck...then sometime later, he left Google for the same reason.

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