Anytime you have a company dominate or monopolize a certain industry, I feel like it always ends up coming back to bite them. It's just a process. A company comes out of nowhere, earns a name and creates a lot of success, sometimes so much that they begin to expand to capitalize on what they can do. In the process of their monopolization and stretching out the company expertise, other competitors take what they've learned from watcher the leader and improve upon their design. You see this happen all the time in business, sports, even in cultures around the world. I feel like this is what is happening with google at this point.
Things like Google Books and Google TV are great and impressive add-ons. Google obviously can't afford to stay neutral. They have to continue to move with the times and attempt to stay ahead. But, eventually people are going to catch up with them and Google won't be hot anymore. The author points out that point are already leaving the company because of nothing else to gain.
Still, at this point Google has defined the internet business by being smarter, savvy and more willing to encourage and embrace the future. Other huge companies have died because they weren't willing to take risks with new programs, but Google has and that's why they make the money they do.
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I like your point that Google has gotten to where it is because it's willing to take risks and embrace the future. I'll give them props for that. I just hope it doesn't think it can create and then control the future as it continues to grow.
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