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Prices will come down, they are just propped up by monopoly right now.



This is a monopoly like market by definition. We have companies competing for a finite amount of customers (or customers' attention).

If you had five equally popular search engines, they wouldn't really compete prices down anyway. The number of searches (supply) would still be the same & advertisers (demand) would still be the same.

The only reason MSN & Yahoo (not to mention real obscure engines) still earn less per click is a sort of market imperfection: It's complicated & time consuming learning another system & running parallel campaigns. For an extra 5-10%, it isn't worth it for small campaigns.

Monopoly or not, they are not manipulating the market. It manipulates itself.




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