Slightly tangential thought:

My belief is: legislation needs to either make it just as hard to merge two companies as it is to unmerge them, or make it just as easy to unmerge two companies as it is to merge them.

It's insane to me that for how often companies merge and cause competition issues, we effectively never see the opposite happen. I know there's a ceremonial approval for merging two companies (at least in the US), but it's just impossible to undo or prevent the damage.

• condiment

  today at 3:55 AM

  This point of view has more to do with your information diet than it does with reality. Companies un-merge and spin out all the time, for many reasons. Mergers and acquisitions are more interesting because they are often associated with a growth story. We like success.

  Aswath Damodaran, who teaches corporate finance at NYU Stern, has a bunch of great talks and content about this where he discusses how companies should act their age. When older companies that are no longer paying dividends are moving into a divestiture phase, they restructure and split up. What we are seeing with some of these big tech companies is that they are transitioning from an exciting growth story into an extractive dividend story in a way that's becoming harmful to consumers. That's why we're talking about breaking them up, and thats the line their management will have to walk if they want to maximize the value of the firm to shareholders through the decline.

  • majormajor

    today at 4:47 AM

    This is true, I'd go much further than the OP here and say the barrier for merger should be MUCH higher than the barrier for spin-out or split.

    There's no shortage of obvious problems that can arise from concentration of influence and control over a market. So just try to prevent it. Trade some max efficiency for redundancy + anti-corruption/pro-competition/pro-consumer market forces.

  • NuclearPM

    today at 5:23 AM

    > This point of view has more to do with your information diet than it does with reality. Companies un-merge and spin out all the time, for many reasons.

    That’s condescending and wrong. Mergers and acquisitions are hundreds of times more common than spinoffs.

  • tehlike

    today at 4:47 AM

    I would say google is still in its growth phase, albeit a slower one. Especially with capex spending etc.

  • lotsofpulp

    today at 5:07 AM

    >What we are seeing with some of these big tech companies is that they are transitioning from an exciting growth story into an extractive dividend story in a way that's becoming harmful to consumers.

    Alphabet is rolling out autonomous driving vehicles in many cities around the USA, potentially getting rid of the need to drive a car in 90% of today's use cases.

    How is this not still an exciting growth story? My kids might never need to drive a vehicle, even though we live in a car dependent suburb.

• vlovich123

  yesterday at 11:09 PM

  You're basically advocating for unscrambling the omelet to be easier. Should be obvious why it's harder to unmix than it is to mix.

  • yndoendo

    today at 12:14 AM

    Splitting a large company is already done to shed and transfer liabilities. Divisional Merger Tactic / Texas Two Step. [0] [1] Keep the yoke and drop the albumen with time and patience.

    [0] https://batesonlaw.com/divisional-merger-tactic-how-liabilit...

    [1] https://www.creditandcollectionnews.com/u-s-supreme-court-de...

  • ryandrake

    today at 1:11 AM

    You can bet that if the board of directors could show that unscrambling the omelet would result in greater shareholder value produced, it would suddenly be really easy to do...

    • qlte

      today at 1:45 AM

      Happened with Dow-Dupont! A three-way split, even (from a two-way merger). Took roughly two years and was the shareholders' plan from the start. By most accounts it went very smoothly.

      [1] https://www.investors.dupont.com/news-and-media/press-releas...

      [2] http://www.dow-dupont.com/

      • schmidtleonard

        today at 2:57 AM

        Progressive corporate taxation could make it happen for reasons other than dodging the ghosts of chemical sins past!

    • teaearlgraycold

      today at 1:26 AM

      On a technical level it would still be a nightmare. But yes it would actually get done.

      • NeutralWanted

        today at 1:37 AM

        My first tech job was at HP, in 2015, started there just in time work and live through that split. That was a smoother one from what I hear but it was not a fun job to have at the time

  • xahrepap

    yesterday at 11:24 PM

    I’m advocating for controlling the damage. The way I said it is cutesy, not literal.

    I intended it to point out that it’s too easy to merge companies together but it’s effectively impossible to stop someone from becoming anticompetitive without a real consequence.

    If we can’t make it easier to rip them apart then we shouldn’t be so slap-happy about approving them in the first place.

  • makeitdouble

    yesterday at 11:15 PM

    Why skip this part ?

    > legislation needs to either make it just as hard to merge two companies as it is to unmerge them

    • Arainach

      today at 12:08 AM

      Nothing was skipped - the point is that this is directly analagous to unscrambling an omelet. Separating mixed things is significantly more difficult than mixing them.

      "The laws says X" doesn't change whether X is possible or not.

      • edgyquant

        today at 12:13 AM

        It’s quite literally not analogous as breaking up companies has happened a bunch but no one has ever unscrambled an omelet

        • positr0n

          today at 1:05 AM

          fwiw I thought it was a good analogy. Sure splitting a company is possible and scrambling an omelette is not, but it sure takes a lot more effort to effectively undo entropy.

          In a merger you can take as long as you want to go from

          1. Two separate companies except at the end of the quarter we add their revenue and expenses together in a spreadsheet to transition to

          2. One fully integrated organization

          And usually you are becoming more efficient and saving time and money as you integrate.

          Splitting a company needs to happen quickly or you'd get all sorts of weird effects where coworkers are ostensibly competitors whilst sharing resources during the transition. And you have to expend a huge amount of effort. Just a couple random complex systems that need to be untangled off the top of my head: physical property and leases, IP space for every IT service you run, multi-year contracts with every vendor from janitorial to SaaS, multi year contracts with customers depending on how the split goes, and of course all the intermingled finances and HR and spreadsheets every company in the world lives on. I'm sure there's thousands more considerations.

          I agree antitrust is a big problem that needs to be solved. But "it should be the same amount of effort to merge and split a company" is just fantasy.

      • today at 1:01 AM

      • saghm

        today at 12:34 AM

        Do you really think it's impossible to pass legislation that makes something that's currently easy hard without making the reverse any harder as well?

        • Arainach

          today at 12:52 AM

          Yes, because the difficulties in separating integrated pieces have nothing to do with a merger.

          What makes splitting a company out difficult isn't (directly) a financial or paperwork burden - it's that tightly integrated systems are very difficult to untangle. There is nothing analagous that could be introduced in the merger process. You could add a mandatory delay, but that's not making it "as hard", it's just making it slower.

          • saghm

            today at 12:59 AM

            I don't understand why you think the only possible ways to make mergers harder need to be "analogous". If they put a hard cap on the size of companies allowed to merge, that would make it harder, without making it harder to break them up. It's hard to take seriously the idea that you think there's literally no possible legislation that could end up changing the relative difficulty in the way the parent comment describes when I was able to come up with an insanely trivial example without needing to think about it for more than a couple minutes.

          • computably

            today at 1:09 AM

            The law could make mergers executed provisionally for up to X years, with a binding plan to "unmerge" that must be updated every Y months. The FTC already half-does this with post-merge divestiture requirements.

            • Arainach

              today at 2:23 AM

              This still amounts to "don't mix" which is far easier than unmixing once it's happened.

              • saghm

                today at 2:56 AM

                Yes, that's the point, making something hard means that sometimes it will not happen. Only comparing to the cases where it does happen is missing the entire point.

  • patcon

    today at 2:44 AM

    Yes, this is obviously the ask: why doesn't government unmix the omelet. Your very body unscrambles the omelet and makes you. It's what intelligent things do when they are moving agency into the proper places.

    what is the purpose of regulation except to resist entropy in such strategic places?

    • schmidtleonard

      today at 2:53 AM

      Progressive corporate taxation would give the market an incentive to do spinoffs and undo the merger wave.

      Or we could just roll antitrust policy back to what it was before Ronald Reagan and Robert Bork installed the Consumer Welfare Standard, the idea that companies must be allowed to merge if they can scribble a tall tale with crayons on butcher paper about how the merger will benefit consumers, for sure, pinky promise. This is obviously mega-rigged, it comes from the Robber Baron era, it was defeated before (look up Louis Brandeis) and it can be defeated again (look up Lina Khan). They didn't even change the talking points (dontcha know, the Standard Oil monopoly reduced the price of Kerosene by 70%?!) -- time is a flat circle when it comes to anti-trust policy. Let's spin it back to the part of the circle where we win.

      • pocksuppet

        today at 4:51 AM

        Progressive corporate taxation would lead to every company splitting its revenue and expenses across 50 shell companies, without actually splitting operations.

  • otterley

    today at 1:09 AM

    That’s one half. The other, more interesting half, recognizes that unscrambling the egg is difficult, so we must take more precautions before scrambling it in the first place.

    • Grombobulous

      today at 2:43 AM

      I’ve been saying that an easy solution is just don’t allow companies with even modestly large overall sizes to merge or acquire other companies. At all. For any reason.

      I think that despite this reform being a blunt instrument it would work surprisingly well.

      It would allow companies that should have declined to decline and it would give massive incumbents a major incentive to innovate in-house.

  • saghm

    today at 12:33 AM

    No, they're advocating for more scrutiny of whether the omelet is going to be very bad for everyone who isn't part of the omelet (yes, this metaphor is weird, but I didn't introduce it)

  • romanows

    yesterday at 11:37 PM

    I don't think it's particularly unusual for a company to spin off another company?

  • EA-3167

    today at 2:56 AM

    Undoing mistakes is usually difficult and costly, but still worth doing on the road to not making the mistake again. Grandfathering in the subversion of the economy and our democracy is worth fighting.

  • insane_dreamer

    today at 3:51 AM

    large corporations spin off divisions into separate companies all the time

  • manvillej

    today at 1:59 AM

    Eh, thats a bit of a False analogy. spinning off a division of a company is easier than fully integrating another.

  • rectoverso

    yesterday at 11:41 PM

    PE companies do it all the time.

    • Arainach

      today at 12:11 AM

      PE companies do it with very little regard for if any of the pieces are viable and survive after the fact, so their model isn't one I'd suggest following.

      • nradov

        today at 1:54 AM

        From a public policy perspective it doesn't matter if some pieces are unviable and fail to survive. Across the entire economy, this creative destruction allows for quickly reallocating resources to more productive uses. Most of the companies that take PE investments do so because they're badly managed and unable to obtain capital from other sources; they would likely fail anyway. At least the PE investment gives them a chance to survive and brings in more financially disciplined management.

      • saghm

        today at 12:35 AM

        Maybe if a large company is anticompetitive and the parts would not survive on their own, we should be letting those pieces fail

      • eigen

        today at 3:50 AM

        its not unheard of for large public companies to do spinoff. a few examples that seem to have worked out fairly well

        Phillip Morris / Altria / Kraft / Mondelez

        HP / HPE / Agilent / Keysight

• Arainach

  yesterday at 11:03 PM

  > or make it just as easy to unmerge two companies as it is to merge them.

  [Disclaimer: I work at Google, all words my own and not representative of anyone, etc.]

  There's no such thing. Let's stick to software since it's what HN knows best, but it's a universal truth.

  Merging two companies: you take the two sides and they keep running. You probably need some extra accounting work to make sure the mandatory reports from each side get combined, but that's all you have to do.

  Splitting two companies: oof. If you split ChildCo out of ParentCo:

  * You need to hire all the roles that weren't part of that organization before (HR, legal, compliance, etc.)

  * You need to register this new entity in all the countries it operates and/or has employees in

  * Technologically it's somewhere between messy and impossible. Now you no longer have Google's build stack or monorepo. You have to rewrite everything. You can't just move some VMs to a cloud provider of choice

  • rigrassm

    yesterday at 11:36 PM

    I suspect a large majority of the issues you brought up with splitting can be addressed by legislation.

    Off the top of my head, something along the lines of having a mandatory period of time where the company being acquired must be kept separate enough that the merger can be dissolved in a timely manner should it be deemed necessary. How long that window should be would be up for debate but personally I'd argue the window should scale somehow based on things like the valuations of each company involved, headcounts, and maybe even competitive landscape.

    An example would be requiring both companies to perform a pre-merger assessment to determine positions/roles, technology use and regulatory requirements that must be maintained for a clean separation and creating a plan that gets filed with the relevant agencies to be used if/when the merger needs dissolving. If the time comes that they need to dissolve the merger but they don't maintain that separation, they still have to do it and you slap a fine on them equal to some percentage of that mergers cost to be paid by the parent company.

    Hell, that idea alone would accomplish both making it harder to merge and easier to dissolve the merger.

    • hammock

      yesterday at 11:45 PM

      What can’t be solved with legislation?

      • mullingitover

        today at 2:00 AM

        A malevolent electorate.

      • dylan604

        today at 1:19 AM

        crime

      • rigrassm

        today at 12:38 AM

        Lots of shit can't be solved by legislation, what's your point?

    • shimman

      today at 2:48 AM

      I think a better framing we should ask ourselves is why is the onus on the government to make sure a breakup is clean? Nothing in the constitution guarantees the rights of corporation.

  • tavavex

    today at 4:19 AM

    But what are you trying to say about the greater argument? The parent had two parts to it - make merging as difficult as unmerging, or make unmerging as easy as merging. While you're right that the wiggle room for making unmerging a lot easier is very constrained, this doesn't say anything about the feasibility of the other part of the 'or' and the actual argument they're putting forward. Unless you're trying to extrapolate this to saying that both these changes are impossible, it just comes off as being pedantic.

  • xahrepap

    yesterday at 11:26 PM

    I disagree with your premise that I shouldn’t express concern/opinions or point out problems with things that affect me simply because I’m not a trained expert in that thing.

    • Arainach

      today at 12:01 AM

      "I think that the law should make this happen" without any thought for whether what you're proposing is possible or consistent with the laws of the universe is lazy.

      This is similar to people who think we should just legislate secure encryption that has law enforcement backdoors. It's not possible, and people demanding it without an understanding of the area they're trying to regulate is lazy and insulting.

      • xahrepap

        today at 12:13 AM

        I think you should reread my post. My post is making a very specific point that your reaction tells me you get, but aren't applying.

        Read it more like a poem and less like a proposed bill.

  • toast0

    today at 2:24 AM

    > Technologically it's somewhere between messy and impossible. Now you no longer have Google's build stack or monorepo. You have to rewrite everything. You can't just move some VMs to a cloud provider of choice

    You could give a copy to both successors. Probably would want to excise some of the repo on both sides, but build tools for sure would be fine to have a second copy. There's no need to rewrite everything, especially if Parent and Child are barred by court decree from entering overlapping businesses.

    For things that really need a single corporate owner, you could potentially spin that off as well and have both successors contract from that one or depending on the terms of separation have a joint partnership.

    Hosting would be messy, yes. But somehow the tech world outside google manages to run systems without Google tools. It would be an adjustment, potentially a large adjustment and take a lot of hours.

    > You need to hire all the roles that weren't part of that organization before (HR, legal, compliance, etc.)

    > You need to register this new entity in all the countries it operates and/or has employees in

    This costs money, people, and time, but it's straight forward. HR and legal would likely need some additional people, but likely you assign the people who work with the spinoff business to the spin off corporation and then back fill as needed.

  • otterley

    today at 1:11 AM

    > There's no such thing.

    Spinning off companies happens all the time.

  • NeutralWanted

    today at 1:41 AM

    I worked at HP in 2015 during it's split into Inc and HPE.

    I then worked at FireEye during it's split.

    Fun times.

  • alex1138

    today at 2:47 AM

    I have less sympathy for Facebook/Meta. Zuckerberg is on record as saying IG can hurt us. The Whatsapp co-founder Acton saying "it's time. delete Facebook". The fact Zuckerberg's engineers were apparently specifically asked to merge the backends to make them harder to break up. I have very little sympathy for that specifically. I'm not thrilled with a lot of the things Google has done with (say) Youtube - people LOST THEIR ACCOUNTS because of forcing the link to Google+ - but I don't think it's in the same league

    Chrome is one of those nebulous areas. If they're dictating web standards they deserve at least an antitrust glance

  • codewench

    yesterday at 11:21 PM

    This is far from impossible, and happens all the time when, for example, a company spins off a subsidiary, or any number of other situations.

    It's hard isn't really a blocker, it's just saying 'this isn't convenient for us', which is why it would have to be forced by legislation.

    • Arainach

      today at 12:03 AM

      In none of those two cases is what's being proposed "as easy as a merger" - especially since those companies get to take as much time as they want without any court or law-enforced timeline.

  • golem14

    today at 12:24 AM

    And yet, Bell was split.

    • today at 12:50 AM

• elromulous

  today at 4:37 AM

  I don't necessarily disagree, but in practice it's never as easy. Combing ingredients for a cake is always easier than separating them back out. Getting married is easier than getting divorced. It almost feels like some kind of fundamental law.

• bpodgursky

  today at 3:27 AM

  My experience is that "split" companies are often split only at the superficial financial level and the behind-the-scenes engineering systems are never actually decoupled, you just have a services agreement where the new company pays the old company to continue providing software. Or vice versa. It's usually pretty ugly and expensive and not the clean win for competition you are thinking about.

• roosterIllusi0n

  today at 4:16 AM

  We stopped this in the 1950s with a 90% federal income tax bracket. CEOs could not make more thab the equivalent of 5mil a year in 2026 dollars.

  No CEO wanted to merge when it would turn two 5mil a year jobs into one 5mil a year job. Cutting taxes on the rich enabled profiteering by CEOs.

> Google’s ad tech business brought in $30 billion last year, or about 8 percent of the revenue for its parent company, Alphabet. Its ad tech revenue has declined for 16 straight quarters, and analysts estimate it accounts for less than 1 percent of the company’s profit... “This is a business no one cares about"

Can someone closer to GOOG explain this? The phrase "ad tech" seems to have a very specific meaning here. Does this 1% include all advertising around the Web? Basically all ad revenue outside of Google's own properties? The number is surprisingly low.

• ianjc65

  yesterday at 10:50 PM

  Google owns Google Ad Manager (the tool third-party website and app publishers like NyTimes use to show ads on their properties), Google Ads (the place advertisers like Nike go to run ad campaigns across both Google properties and also these third party sites), and AdX the ad exchange that runs the auction that sits between Ad Manager and Google Ads.

  The lawsuit is specifically about googles ownership of the auction and the ownership of the relationship on either side of the auction. The AdX auction also contains demand (ads from places besides google ads) and inventory (ad slots outside of ad manager). Website publishers allege that Google uses this ownership to artificially deflate the value of ads on third party websites.

• evdubs

  today at 2:41 AM

  You don't need to be closer to GOOGL to look at their 10-K.

  https://www.sec.gov/Archives/edgar/data/1652044/000165204426...

  On page numbered 60, you can see the Disaggregated Revenues.

  The $30B quote seems to be referencing "Google Network" revenues declining from $31B in 2023 to $30B in 2025. "Google Network" is grouped with "YouTube ads" and "Google Search & other" to comprise the "Google advertising" category of revenues which increased from $238B in 2023 to $295B in 2025.

  So yea, "ad tech" does not represent the whole of Google's advertising revenue.

• Drunk_Engineer

  yesterday at 10:37 PM

  If it is a business no one cares about, then why has Google been fighting this?

  • xp84

    yesterday at 11:38 PM

    The money is nbd, but it's much more important to Google (same as it would be for any of the other tech giants) to keep a certain streak going - 42 years now and counting since the government forced a large or important company to do anything even resembling breaking up. A loss here would serve as precedent (either legally, or at minimum in people's emotions) that you CAN force a divestiture. If Google can be forced to divest this business, why not Chrome, YouTube, or Android? Why can't Apple be forced to divest the App Store business, or Amazon be forced to divest AWS?

    • dylan604

      today at 1:23 AM

      Microsoft got pretty close to getting broken up in 2000, but settled in time to avoid the split

      • xp84

        today at 2:47 AM

        I won’t lie, I asked Copilot (of all things) first, in order to be more confident I wasn’t forgetting even one breakup, and it also pointed out that “almost” one.

      • adestefan

        today at 3:34 AM

        It was GW Bush winning the election that allowed Microsoft to a settlement.

        • BLKNSLVR

          today at 4:25 AM

          ... for those who think that Trump is an outlier. No, just a slight acceleration to a very much established trend.

          • dylan604

            today at 4:29 AM

            People used to joke that W was the bottom of the barrel, then the GOP did a hold my beer and dug a little deeper.

            • pocksuppet

              today at 4:53 AM

              Crazy to think there were no GOP presidents between Bush and Trump. I first interpreted this as the new record low is lower than the old record low. But no, Trump was the very next one.

      • johnnyanmac

        today at 2:18 AM

        Hot take? But I think antitrust trials should not he subject to settlement. It only proves to reinforce the accusations when a company is big enough to pay off the government.

        • kmeisthax

          today at 2:51 AM

          ...then how do you maintain an adversarial proceeding?

          Like, it's a pretty basic part of American law that courts only hear "cases and controversies" - that is to say, you need to have two parties who disagree before judges are allowed to do anything. If both parties no longer disagree, a settlement is how they call the lawsuit off. But if they're not allowed to settle... what happens? Are we going to force both parties into the court to argue positions they no longer hold? Like, what stops the government from just arguing the case really badly to intentionally lose? That would be worse: now, instead of a prosecution leading to a weak settlement, you have every weak case being carried to term, resulting in a miscarriage of justice as each judgment forms negative precedent against future antitrust action. This is a recipe for eroding antitrust faster.

          What you're thinking is that government lawyers are just there to extract the settlement, ergo if we force them to go for the kill, they will get more kills. The reality is that the current social class of lawyers and judges hate antitrust. They successfully recast it from an argument about market power to an argument about price controls, and well, most monopolies don't actually raise prices[0], so building a case against them is very difficult.

          Hell, in the Microsoft lawsuit, the reason why the government settled was because the initial judgement to break up Microsoft got thrown out, because the judge who issued it blabbed about it to the press. Keeping the case going would not have produced a better outcome than a negotiated settlement.

          Furthermore, while the current "monopoly is about prices" argument is new, the judicial contempt for antitrust is not new. It took three tries and FDR threatening to pack the courts before we got judges consistently applying antitrust law as anything more than a mere ban on unions. While courts are ostensibly neutral arbiters of law, they bend to the fiscal interests of the nation and are inherently political entities, because courts have no inherent power but what they are given by the state.

          Or, in other words, if you want more antitrust breakups you need Congress to start appointing more neo-Brandeis leaning judges.

          [0] Strictly speaking, there are lots of businesses where monopolies are economically efficient. A monopolist that raises prices is

          • johnnyanmac

            today at 3:04 AM

            >how do you maintain an adversarial proceeding?

            It's the government as a prosecutor. If current teams are compromised, they find a different team.

            This isn't like some law firm with an interest to keep their own lights on. A government prosecution against a threat to labor and economic markets should be to close whatever loopholes lead up to this point.

            >The reality is that the current social class of lawyers and judges hate antitrust. They successfully recast it from an argument about market power to an argument about price controls, and well, most monopolies don't actually raise prices[0], so building a case against them is very difficult.

            Sounds like a compromised DoJ in that case. Which is definitely the case in the modern day.

            But the monopoly argument doesn't hold weight. Some aspects of life are best run as monopolies. But such businesses are highly, highly regulated to prevent the downsides of unbridled capitalism. Big tech is not regulated at all in terms of pricings. And thus we're seeing the results of that in real time.

            >While courts are ostensibly neutral arbiters of law, they bend to the fiscal interests of the nation and are inherently political entities, because courts have no inherent power but what they are given by the state.

            Sounds like a fancy way to say "big companies always bribed the courts". It's in economic best interest to have a free flow of competition. But it's in individuals' best interests to have good relationships with the biggest winners. The claim of 'interests of the nation' contradicts the fact that being soft on anti-trust betrays such interests.

  • hammock

    yesterday at 11:46 PM

    Great question. The adtech is what rigs the auctions for their moneymaker, the ads.

    If they no longer own the adtech then their ad revenue suffers greatly.

• otabdeveloper4

  today at 4:18 AM

  By "ad tech" they apparently mean AdX, the part of Google that used to monetize the old open third-party Internet we used to have. (That old Internet that Google itself killed in favor of their walled-garden ecosystem.)

• randysalami

  yesterday at 10:56 PM

  Classic capitalism move. It’s not directly making much profit therefore it’s not important! When something that gives you outsized influence or control.. sometimes you would lose money just to control.

  Something can be unprofitable but still extremely valuable. These companies are playing strategy games at the geopolitical level and money is not the only resource they want to accumulate to win the game…

• yesterday at 11:29 PM

• cmrdporcupine

  yesterday at 10:06 PM

  I haven't been in ads there in, like, over a decade and some but I believe what was under threat here was specifically Google's ad exchange network. Basically third party bidding for space in Google's display ad network. Basically a part of the business which sells excess "inventory" and which is a much smaller part of their ad business than AdWords and AdSense. Or whatever they call these things now.

  I used to work in AdX (and AdMeld that Google acquired) but not since 2014 or so. I believe the AdMeld acquisition itself was one of the things under the microscope here.

• bbor

  today at 12:16 AM

  Ok I have some existing comments I'd love to quote[3] on this sad, sad day for the world, but in the meantime: yes, you are 100% correct that this is small compared to their money printer, and yes, this is "all advertising around the web", including many Google first-party publishers like the homescreen of the Google Search app. This is called Display Advertising, as opposed to Search Advertising.

  Its still a massive business that they make way too high of a margin on through some truly brazen monopoly tactics[1], so the takeaway there is fundamentally twofold:

  1. Google's money printer is so much bigger than one can really even fathom. When you're searching, you have intentionality already; for this reason search ads are less like a new type of billboard, and more like a technology that replaces the racks at Macy's every time you walk in, depending on who bid the most for you in particular based on what you're there to buy.

  One consequence we don't think about enough is the crazy levels of innovation that Google has gifted the world for free, from Gmail to Google Maps to Android (all problematic in various ways, sure, but still incredibly expensive products to make that we get for free). They don't do that because they're some weird company who likes giving away stuff -- they do that because that's rational behavior when you own a money printer.

  2. Display ads are becoming more and more desparate as our online culture spurns them more and more. It's perhaps not obvious that this business is why they care about gathering your data -- specifically, because personalized Display Ads on the internet are so relatively inneffective at this point that they need the boost.

  I'm honestly guessing that Sundar is sad about this decision, TBH; splitting off the whole "buy side" of their display ads business would win them pity for the next few decades from regulators, and it's just so clearly doomed, IMHO. Ads increase, blockers increase, paywalls increase, scrapers increase, ads increase, on and on...

  e.g., to pull a random old quote:

    Meanwhile, the economic engine that powers the long tail of the open internet — Google AdSense — has been quietly shrinking. The “Google Network” (which includes AdSense and AdMob) once represented around 20% of Alphabet’s revenue. At this pace, by the end of 2026, it could be less than 5%, with AdSense (web) potentially representing half of that. In Q3 2024, for example, Google Network revenues declined to about $7.7 billion — less than 8% of Alphabet’s $76.7 billion total revenue — continuing a steady multiyear slide.[2]
  

  TL;DR: On Google's brand new, gorgeous Ads campus right up against the San Francisco Bay, giant signs were put up with "Powering the free and open internet," apparently an old informal motto from the AdSense days. I just can't help but think about that sign, today. I wonder what the people working there feel, now that it's mostly just powering the scammy mobile gaming market.

  [1]: Super basically, , they've spent insane sums of money to stay as the middle man for the split-second auctions that determine what to put on the Macy's shelves. This makes them some money directly, but it makes them way more money by unfairly propping up their own advertising companies, which are competetive customers of Google's own marketplace.[3] The details get boring, but I think it's obvious why running a fundamentally-opaque auction in which you are a participant creates perverse incentives.

  Technically they run the automated marketplace that lives below the marketplaces that the advertisers and publishers work with directly, if that makes more sense.

  [2]: https://www.thecurrent.com/opinion/opinion-andrew-eifler-vp-...

  [3]: Some goats rants from previous stages of my DABDA process, if anyone is curious:

  - From day 1 of this trial: https://news.ycombinator.com/item?id=41496923, and w/ some links: https://news.ycombinator.com/item?id=41496968, on a particularly damning memo: https://news.ycombinator.com/item?id=41497424, and my honest best attempt to characterize the exchange itself: https://news.ycombinator.com/item?id=41501491

  For clarity: I'm just some fool, and there is absolutely 0 inside information I can/would share in any of the above.

We should just progressively tax monopolies. Companies will break themselves up to compete, no decade long DOJ case needed.

• falcor84

  yesterday at 11:40 PM

  Yes, this, and we need to have this progressive tax be over the company's total assets, including subsidiaries.

  • isubkhankulov

    today at 1:36 AM

    Why assets and not existing antitrust metrics like market share? Assuming market share is reasonably defined

    • nradov

      today at 2:00 AM

      Who gets to define the market? Does the "market" consist of only advertising technology platforms, or everything involved in online advertising, or all advertising through every possible channel worldwide?

• hammock

  yesterday at 11:50 PM

  You may be surprised to learn that the US corporate tax (yes, that one, the main one we already have and everyone pays) was originally introduced in 1909 specifically as an antitrust measure, to clip the wings of US Steel and Standard Oil.

  Of course the best laid taxes always get abused or turn into something else entirely.

  • nielsbot

    today at 4:52 AM

    > Of course the best laid taxes always get abused or turn into something else entirely.

    Can you explain this more?

  • LastTrain

    today at 4:16 AM

    There is a reference to this in For Whom the Bell Tolls:

    “ Robert Jordan, wiping out the stew bowl with bread, explained how the income tax and inheritance tax worked. 'But the big estates remain. Also, there are taxes on the land,' he said.

    'But surely the big proprietors and the rich will make a revolution against such taxes. Such taxes appear to me to be revolutionary. They will revolt against the government when they see that they are threatened, exactly as the fascists have done here,' Primitivo said.”

They lost in court, and were found to be a Monopoly. The solution is they tell the court, "sorry we will stop abusing our behaviour now", and then it's just all good?

• newtwentysix

  today at 3:56 AM

  all the "donations" are working, hence this. same with the meta case too.

> its ad tech business

now there's the euphemism of the day. Alphabet derives 75% of their revenue from Ads. It is their business.

• edg5000

  today at 3:37 AM

  The article seems to distingish ads from ad tech, stating ads bring in a lot of revenue, but ad tech not. Kinda confused about what the difference is.

  • andsoitis

    today at 4:05 AM

    I agree it doesn't make sense. How are they supposed to make money from ads without ad tech? They're intimately intertwined.

That "Lake America" is doing a hell of a lot of work for Google

• strictnein

  yesterday at 7:44 PM

  The judge was appointed by Clinton, so they've been in their role for decades now. It seems unlikely that someone who has served that long in her position would rule based on making the child in the White House happy.

  • nielsbot

    today at 4:56 AM

    Clinton was a neoliberal. Not an expert, but I thought for a long time the vision of anti-trust being democracy-preserving (or at least preventing corporations from being able to compete with the government for power) was replaced by a view "consumer harm" was the only concern of anti-trust law. Basically focusing on pricing competition.

    Read more about SCOTUS justice Robert Bork who ushered in the modern anti-trust viewpoint.

    E.g. https://en.wikipedia.org/wiki/The_Antitrust_Paradox

    > Bork argues that the original intent of antitrust laws as well as economic efficiency makes consumer welfare and the protection of competition, rather than competitors, the only goals of antitrust law.

  • bbor

    today at 12:54 AM

    Also worth a shoutout is the fact that Google also got off scott free for their main monopoly case (the "will they have to sell Chrome?" headlines from a while back). I won't pretend to have even a vague idea of why exactly both rulings (sentencings?) came down so leniently, but it does seem even more unlikely that any sort of executive branch interference was at play.

  • bigyabai

    yesterday at 8:12 PM

    To the contrary, the entire DOJ understands that FAANG and the three-letter-agencies are one revolving door. Any judge that attempts to defang Google's data collection may well run afoul of the American surveillance system, which this administration will fight tooth and nail to defend.

    Not very different from how federal protectionism keeps Apple's App Store centralized despite trillions of dollars in ostensible market damage. Anyone trying to loosen America's grip on software distribution is crossing an ugly national security line that we're all too ashamed to admit exists.

    • rootsudo

      yesterday at 9:14 PM

      100% glad someone states the obvious. Sometimes here people think these tech companies are on truly altruistic missions on making “the world a better place!!1” or truly making an impact by being an IC in their role and having access to perks which, have largely been taken away as the market matures to data collection and surveillance.

      If you want to have some fun, go on LinkedIn and see how many former military people, proud of their service, boast how they are at x or y tech company in director esque roles.

      Then bookmark them and see the pages disappear in the future. Boy I’m glad it’s legally 100% ok to scrap LinkedIn data because it truly is a revolving door.

      • edgyquant

        today at 12:29 AM

        Can you give an example of what you’re saying here? Companies spin up and vanish?

    • JMiao

      yesterday at 9:45 PM

      agree with you but including netflix is becoming hilarious

      • makeitdouble

        yesterday at 11:19 PM

        Or that N could be Nvidia now.

      • xp84

        yesterday at 9:58 PM

        The acronym gets awkward if we don't, though

        • edoceo

          yesterday at 10:04 PM

          I thought we were using "Mag7" these days.

    • alexashka

      yesterday at 11:08 PM

      > an ugly national security line that we're all too ashamed to admit exists

      We're all ashamed, apparently?? What do they call this, projections of a guilty conscience?

    • roosterIllusi0n

      yesterday at 10:03 PM

      RCS is google's foothold. It forces everyone to share with google and currently, there is no carrier option for RCS. You have to pick google or apple or go without.

    • shevy-java

      yesterday at 11:14 PM

      Understandable, but how is that fair to other competitors?

      The whole system is now easily abused by huge mega-corporations. That goes against capitalism. Why did the USA suddenly abandon capitalism?

    • vasco

      yesterday at 8:20 PM

      Since you are getting no replies but getting downvoted I'm adding source from 2016 corroborating what you mention: https://www.techtransparencyproject.org/articles/googles-rev...

      251 individuals in such detected instances just in google. And that report is 10 years old, I'd bet it's 10x that by now.

      • strictnein

        yesterday at 8:26 PM

        That makes the argument worse, not better.

        Google employees tens of thousands of people. The US intelligence apparatus employees hundreds of thousands of people. In all of that, over eight years, there are 251 people who moved between the two, and because of that absolute rounding error, the entire federal government is beholden to them?

        Since you are making the accusation that this is a real conspiracy: statistically, how many people should have rotated between these two giant employers over an 8 year span? The answer isn't zero.

        Also, this makes the "data" even more pointless:

        "between Google or related firms, and the federal government, national political campaigns and Congress during President Obama’s time in office"

        "were appointed to federal advisory boards."

        Do you know how many of those boards exist? There are tons of them. I've known a couple of people who have served on them. They're incredibly boring and deal with things like "What accessibility standards should federal government websites support?". Of course you would want people from Google on that type of board.

        > 251 individuals in such detected instances just in google. And that report is 10 years old, I'd bet it's 10x that by now.

        "Detected instances"

        It's so secret that I can name one of them off the top of my head: Matt Cutts. Is he part of this vast conspiracy too?

        • vasco

          yesterday at 8:38 PM

          What conspiracy mate? It's not so deep, I was curious if what he said was a lie due to the downvotes and found nice evidence for it. You don't find it convincing it's your choice, but the dude didn't pull it out of his ass.

          • strictnein

            yesterday at 8:49 PM

            The conspiracy that Google is protected on high because people have rotated between two giant employers.

            If you think it is "nice evidence", how many people should have moved between those two employers?

            And you made the claim that the rate likely drastically increased over the past 10 years. Based on what, exactly?

            • JMiao

              yesterday at 9:48 PM

              yes, such has been the reality for some time now. look at boeing

            • ux266478

              yesterday at 9:20 PM

              You think that giant employers being protected, especially when they align themselves with government interests of the day, is a conspiracy? Do you also think that suggesting economic producer interests are a high priority is a conspiracy? Or that corporations with contracts to the government are generally compliant with governmental requests?

            • watwut

              yesterday at 9:13 PM

              Big companies being protected "from high" based on payments and favors is not conspiracy theory anymore. It is out there in the open expected thing.

            • DarmokTanagra

              today at 1:35 AM

              [dead]

    • surcap526

      yesterday at 8:22 PM

      [dead]

    • strictnein

      yesterday at 8:20 PM

      The DOJ isn't part of the Judiciary branch, it's part of the Executive.

      > FAANG and the three-letter-agencies are one revolving door

      Most of the NSA is active duty service members and former military. Did you mean other three letter agencies, excluding the most powerful one dealing with surveillance?

      > Any judge that attempts to interfere with Google's data collection may well run afoul of the American surveillance system

      The judge in this case put the final nail into Trumps slush fund. But now she's doing his bidding. Is that what you're claiming?

      Not everything is a conspiracy. You don't have some special insight into this.

      • ux266478

        yesterday at 9:00 PM

        Given the sentence immediately following the revolving door metaphor, I think it was clumsily being used for data, not personnel. Especially because it's true for obvious reasons.

        > The judge in this case put the final nail into Trumps slush fund. But now she's doing his bidding. Is that what you're claiming?

        No, they're clearly claiming it's a non-partisan thing and the sitting president is irrelevant, as are the specifics of the virtue signalling happening. Yes, even though they qualified themselves with "this administration". Do you think that the Clintons aren't friends with the state department surveillance abomination or the nastiest parts of government writ large? That Bill or Hillary wouldn't fight tooth and nail to protect this terrible thing that's been wrought? Replace the context with some virtue signal about NATO intervention in Serbia 27 years ago, nothing changes. Partisan politics is for yokels.

      • pixl97

        yesterday at 8:24 PM

        [flagged]

        • strictnein

          yesterday at 8:36 PM

          This started under Biden? Crazy.

          > These days all three branches march lock step in their jackboots

          Which is why the Judicial branch has been ruling against the Executive branch again and again? I don't understand what evidence you think you have to the contrary, other than vibes?

      • bigyabai

        yesterday at 8:24 PM

        > The judge in this case put the final nail into Trumps slush fund.

        That's a very different, partisan effort. It's not bipartisan like the Patriot Act was, or domestic surveillance in-general.

        > Not everything is a conspiracy. You don't have some special insight into this.

        Not everything is as it seems. You can't meaningfully prove that the NSA sat on their hands in the 13 interceding years since Snowden. There's no evidence that US interventionism is on the straight-and-narrow now, you're wishcasting and calling it truth.

        • strictnein

          yesterday at 8:35 PM

          > You can't meaningfully prove that the NSA sat on their hands in the 13 interceding years since Snowden.

          I mean, you're correct? It's impossible to prove a negative.

          > There's no evidence that US interventionism is on the straight-and-narrow now, you're wishcasting and calling it truth.

          Extraordinary claims require extraordinary evidence and all that. You're the ones making the extraordinary claims. The burden of proof is on you, not the people pointing out the flaws in these claims.

          • mobelkh

            yesterday at 9:47 PM

            i would argue, the NSA not being up to some bullshit is more unlikely, and thus has the burden of proof on it, to assume otherwise is to ignore history and basic incentives these orgs have.

    • ralfd

      yesterday at 10:31 PM

      > Apple's App Store centralized despite trillions of dollars in ostensible market damage

      Please. The Androidfication of iOS with malware/scamware would cost quadrillions in market damage.

      • harimau777

        yesterday at 10:50 PM

        So the market damage would be more than the entire planet's GDP?

      • gambiting

        yesterday at 10:34 PM

        Citation needed. The idea that somehow my mum can't even find the space bar on her keyboard and yet is competent enough to go through several warning screens to install a custom .apk is just laughable.

        • zbentley

          today at 1:53 AM

          I interpreted GP as referring to the higher quantity of questionable software in the Play Store, not custom .apk installation.

        • jen20

          today at 12:35 AM

          > is competent enough to go through several warning screens

          What about "is incompetent enough to press the buttons when the nice man from Microsoft calls about the viruses on her USB"?

  • JMiao

    yesterday at 9:50 PM

    we got rick grimes over here walking into atlanta

  • ElProlactin

    yesterday at 10:39 PM

    [flagged]

    • slg

      yesterday at 11:30 PM

      Two things can be true at once, the entire system is corrupt and the current administration is much more corrupt than any prior administration.

      • pstuart

        yesterday at 11:48 PM

        The current administration is in a class of its own regarding corruption -- it is the principle driver of everything they do. The nazi stuff is just bonus for them.

    • wilg

      today at 12:46 AM

      It is in fact true that the Trump administration is corrupt on a significantly different level than any prior administration. It is harmful to paper over this.

    • pstuart

      yesterday at 11:45 PM

      At the turn of the century (yikes!) Clinton reconfigured the DNC to serve the corporations rather than labor. I left the party after that but am compelled to vote blue as the least worst option. Partisan politics allows capture of the government by creating a duopoly of power.

      Washington warned us of this threat.

      • FazJaxton

        today at 12:19 AM

        You are correct, but it's largely our first-past-the-post voting system that forces only TWO political parties on us. Voting reform is necessary to help make other parties/candidates electable.

        • thrance

          today at 12:42 AM

          You can change the details of the numbers game that is played every 4 years, but that won't solve the structural issues. I live in France, in any given election we have between 10 and 15 candidates from as many parties. Yet, we're still ruled by corporate interests.

          The media makes sure to qualify any candidate threatening the interests of capital as a "dangerous extremist", while "pro-business" candidates receive the lion share of donations for their campaigns. And there are many other guardrails in place to ensure nothing impedes the slow erosion of our infrastructure and public services under the strains of austerity in profit of the few.

          • pstuart

            today at 1:37 AM

            I get your point. In the US at least there's less of a paradox of choice.

            The key problem is that most people don't want to pay attention to any of it because it's either depressing or just not within there range of interests. Add to that the fact that most people vote based on their emotions and those are stupid simple to manipulate on the Right: anger at immigrants and "others" works all the time.

            Democracy is the least worst option, but FFS, it would be nice if the electorate were actually properly informed when they vote.

            Edit: I kind of contradicted myself on the "choice" thing, but this is effectively like herding cats.

        • pstuart

          today at 12:24 AM

          You too are correct, it was a "get it out there" comment.

          My armchair assessment of the the electoral trap we're in:

            * first-past-the-post voting
            * dark money (money is not speech, it is power)
            * campaign finance reform (current model is legalized bribery)
            * eliminate the electoral college (popular vote for president)

• bitpush

  yesterday at 7:44 PM

  Isnt that updated by some national database and google just pulls that data? Apparently Apple Maps will also get it in a few days, since they get the data from them as well.

  • jvolkman

    yesterday at 7:53 PM

    Yes. We had the same comments about Gulf of America.

    Edit: I don't know that there's an actual database served up by the US Gov, but governments control the naming of these things within their own jurisdictions. All of the big mapping products have the ability to serve up different names based on where you're viewing from.

    And Apple just renamed: https://apnews.com/article/apple-lake-ontario-america-google...

    • TazeTSchnitzel

      yesterday at 8:01 PM

      https://edits.nationalmap.gov/apps/gaz-domestic/public/searc...

      GNIS, Geographic Names Information System

      (Which still shows Lake Ontario for me as I write this. The body of water along the US's southern coast is Gulf of America however.)

      • jonas21

        yesterday at 8:35 PM

        The database entry was updated to "Lake America" on August 27:

        https://edits.nationalmap.gov/apps/gaz-domestic/public/searc...

        GNIS renders their own static map tiles, so it may take a while for the update to be reflected on the map itself.

      • michchinn

        yesterday at 8:20 PM

        > Per Secretarial Order 3453, Lake Ontario has been renamed to Lake America. The basemaps for GNIS are in the process of being updated to reflect this name change.

        I see this on the top bar

    • wbl

      yesterday at 8:58 PM

      The government does not control the words you or I use to refer to things.

    • biophysboy

      yesterday at 8:51 PM

      It makes perfect sense that govs control names within their jurisdiction - I am eyerolling at both the name change and the reaction.

      I am curious though - is it convention to leave the data as is, or is it illegal to modify it?

      Regardless, itll just be changed back in 2 years; as long as I can type "lake ontario" and get directed to Lake Ontario, I do not care at all what the gov database calls it currently.

      • sixothree

        yesterday at 9:11 PM

        I wouldn't exactly describe one person as "the government".

        • biophysboy

          today at 3:42 AM

          I mean ... currently I would? The environment will be different soon

      • watwut

        yesterday at 9:14 PM

        > I am eyerolling at both the name change and the reaction.

        Why do you expect meek reaction in a rename like this? What is eye rolling over reacting to this particular rename?

        • biophysboy

          today at 3:51 AM

          Well, because I expect this to last for two years. Nobody likes it except for birthday boy and his sycophants. All of the signs around Lake Ontario still say the name; same goes for the people that live by it.

          Google should override it but I don’t expect them to, because theyre selfish and suck. Only thing to do is win elections.

    • j2kun

      yesterday at 9:16 PM

      It would be nice if Maps would prefer data from government DBs that have localized versions of foreign place name data (e.g., Germany's BKG) when available.

    • bigstrat2003

      today at 12:25 AM

      > governments control the naming of these things within their own jurisdictions

      No they don't. People can, and should, call things what they want without deference to government overreach.

    • ericmay

      yesterday at 7:59 PM

      [flagged]

      • nancyminusone

        yesterday at 8:08 PM

        So unimportant that you just have to comment on how unimportant it is

        • ericmay

          yesterday at 8:35 PM

          It’s so unimportant folks are commenting on my comment about how unimportant it is!

  • spogbiper

    yesterday at 8:01 PM

    https://www.reuters.com/world/us/apple-maps-changes-name-lak...

    Apple updated it yesterday. If I were Google I'd turn down that refresh rate and let someone else take the bad PR next time

    • lotsofpulp

      yesterday at 8:39 PM

      There is no bad PR, 99% of people don’t care.

  • bee_rider

    yesterday at 8:01 PM

    Seems like something that should be user-configurable (like DNS servers). While the recent annoying renamings have drawn attention to the issue, landmark names have basically always been political.

  • avs733

    yesterday at 8:19 PM

    I have been wondering this as well. I cannot imagine having this be autoupdated without review from a centralized database is a good idea. This is a process that needs to be frangible and have some friction in it.

    In this day and age, GPS mapping tools have major implications for societal function, safety, economics, national security, healthcare, etc. I'm struggling to think of an industry where a sudden absence/subtle changes of named GPS mapping data would not have an effect.

    If everyone relied on the same data base which could push changes to the map in the pocket of every resident of a nation that would be the first thing I would think to hack. Probably easier than actually jamming or spoofing GPS/GNSS over a huge area.

    • bpodgursky

      yesterday at 8:32 PM

      There are thousands of small street changes across the country each day. New subdivisions, road expansions, lane changes, new traffic lights. Of course the vast majority should be auto-updated without manual review, what would a person add to the process? The public database is the system of record in the first place.

• hn_throwaway_99

  yesterday at 9:35 PM

  To all the people pissed about the "Lake America" stuff: why in the actual fuck do you want Google of all organizations to be arbiter of geographical info, instead of federal institutions that are (at least nominally) operated under democratic principles?

  Don't you understand the horror of what you're suggesting: "I want Google to impose it's own personal value judgments over the government's."

  Yes, I think it's incredibly stupid, 3rd grader childlike to call this "Lake America". But the problem is not Google, the problem is the ass hats we (collectively, even if not you/me personally) voted for. The problem is especially with our Congressional reps who have just neutered themselves in service to this stupidity. And I get it, our federal institutions have definitely showed their frailty lately, but I can't fathom then why people think the proper solution is to give more decision-making authority to Google.

  • mpalczewski

    yesterday at 9:59 PM

    I do wonder how many people that criticize the renaming, were criticizing Obama when he rename Mt McKinley. What are the principles here? Or is it just names I like vs names I don't like.

    • billfor

      today at 4:36 AM

      The principal is it's OK if a democrat does it. For example: It's OK to rename something named after a Republican president who was shot (Mt Mckinley). It's not OK to rename or change something about a Democratic president who was shot (ie. The Kennedy Center).

    • autoexec

      yesterday at 11:09 PM

      Tons of people complained about the renaming of Mt McKinley for the same reason people complain about "Lake America" now. It has nothing to do with the names and everything to do with the reasons for the renaming.

    • TylerE

      today at 1:02 AM

      That was reverting a rename. Denali was the original name.

  • tdb7893

    yesterday at 9:51 PM

    Democracy works best as a diffuse institution and is more than just voting. People are supposed to have rights and power themselves and I want them to try to make things better (whether I agree with them or not) and "corporations" are just groups of people. Needing to just go with the government, especially on something so clearly within their rights, is counter to the ideals of the system.

    I can understand Google somewhat here (if I was running a business I wouldn't be happy wading into a political issue like this) but the idea that they are above criticism for just falling in line still doesn't resonate with me.

    • schubidubiduba

      yesterday at 10:40 PM

      Corporations being only "groups of people" is kind of wishful thinking. They are one cog in a large machinery that is steered by a few very rich people.

      Corporations should not be absolved of criticism. But at the same time it makes little sense to put a hamster in hamster wheel and then blame him for running.

    • hammock

      yesterday at 11:54 PM

      >Democracy works best as a diffuse institution and is more than just voting. People are supposed to have rights and power themselves

      People holding power themselves is called self-governance (in the Jeffersonian way).

      People voting for representation is called a republic.

      People voting away their own power to another is called democracy.

  • dragontamer

    yesterday at 9:49 PM

    Yeah it's meaningless to fight. Except not really. If the powers that be are corrupt we can simply keep calling it Lake Ontario across the board, and use the difference to find who is or isn't on my side on that issue.

    The only people calling it Gulf of America or Lake America are hardcore MAGATs in my social circle. Even former Trump voters in my social circle are annoyed and not using the new names. So it's an effective way to figure out who is or isn't going along with the Administration today.

    • xp84

      yesterday at 10:10 PM

      > If the powers that be are corrupt we can simply keep calling it Lake Ontario

      This is the same logic that the right wing used when they disagreed with Obama on some issues, so they blocked his Supreme Court nominations just because anything Obama does must be bad.

      Sounds like your social circle is in denial. There are certainly plenty of things Trump, buffoon and graft-a-holic he is, has done that are corrupt. Renaming bodies of water doesn't look like one of them. (Obviously, because he would have renamed it after a donor, or at least after himself.)

      I mean, sure, we can all call anything whatever. I can call New Mexico "Best Mexico" or call Washington, DC "Bad Washington" and that's my right. But pretending that there aren't official names for things because we don't like the current guy seems immature. It's clearly within the authority of the government. Talk like this makes me think that people want to just live in a reality defined exclusively by party politics where we just pretend every law or policy made by The Bad Party doesn't exist, rather than try to win elections so we can shape the one actual reality.

      • dragontamer

        yesterday at 11:12 PM

        The President doesn't have an ability to officially change the names of these locations.

        They have the ability to change name services in some database somewhere. But it's not actually an official name change.

        So all this hand wringing about official names or whatever ignores the reality of the situation. This is just another temper tantrum by Trump that we reasonable people can ignore.

        The easiest way to do that is to just say Gulf of Mexico.

        • xp84

          yesterday at 11:31 PM

          > They have the ability to change name services in some database somewhere. But it's not actually an official name change.

          Is it Congress who officially holds that power, then? And are you saying that if Congressional Republicans passed a bill renaming whatever, and Trump signed it, you'd then acknowlege it? Given how vanishingly little they accomplish in Congress already, I'm not sure we'd be better off distracting them from their semiannual debt ceiling/budget hostage situation in order to debate these inconsequential things.

          • bigstrat2003

            today at 12:26 AM

            Nobody officially holds that power. Names of geographic places are established by popular usage, not government fiat.

            • zbentley

              today at 2:06 AM

              I’m not sure either is “how names are established”.

              This is a pretty mushy area, philosophically. Is a name what you think something is called (I think our planet is called “Bloop”, but nobody cares) what a lot of people think something is called (“Indian” in reference to indigenous Americans is a famous example of that going poorly, as are many racist epithets), or what an official body says it should be called (“Palestine”, “New Zealand”, and “Taiwan” have entered the chat)?

              I don’t think popular usage is any more “truly authoritative” for a name than other sources.

  • godwinson__4-8

    today at 12:03 AM

    [dead]

• okdood64

  yesterday at 7:44 PM

  You mean by Judge Leonie M. Brinkema who was appointed by Clinton and has ruled against Trump policies/agenda regularly?

  • owebmaster

    yesterday at 9:05 PM

    [flagged]

• yesterday at 10:03 PM

• bradthebeaverfa

  yesterday at 10:40 PM

  As much as I love when people pretend Trump is the first government official to ever rename something, there is no evidence this had any impact on the court's decision.

While I lament another monopolistic tech giant yet again dodging the most meaningful regulatory consequences of their actions, the more useful meta-question is how these behomoths are now so reliably skirting major enforcement like break-ups. It's not that judges have gone soft or just that the current admin is nerfing enforcement (though they are), this trend goes back much further.

The biggest factor is that tech giants now 'pre-game' major anti-trust relevant actions through an internal compliance team staffed by former regulators. The result is the slam dunk smoking guns of 20 years ago are rare. Today's monopolists artfully push right up to the line between "red-handed" and "arguable". Then take measures to fuzz that line and kick up clouds of plausible deniability in the record. Imagine how hard it would be to convict an embezzler who was carefully coached during the crime by expert former prosecutors and forensic accountants.

They will always "avoid" stuff because there is no real antitrust anymore just the illusion of it, it stopped with Reagan.

More information on the specific remedies in the USDOJ announcement: https://www.justice.gov/opa/pr/department-justice-wins-signi...

Sounds like it's not nothing, but also not much.

• bsimpson

  yesterday at 9:56 PM

  > said Attorney General Pamela Bondi.

  That must have been in drafts for a while.

• minouye

  yesterday at 10:34 PM

  This is from last year (and a different trial).

The United States government is fractured and can't get its act together. No one has a credible plan to solve this. Electing your preferred president doesn't solve a broken Senate and other structural problems. The presidency is likely to keep bouncing between parties that care as much (if not more) about undoing the previous four years as they do sketching out a coherent plan for the future four.

How is wielding this weapon against our most innovative companies going to help the United States compete at scale against China? Scale is sort of required to do so.

So if the government isn't going to be in the business of massive capex investment (the kind China subsidizes) well then you need massive private companies.

The American peoples response to a future dictated by the terms of Chinese hegemony is break up the centers of American innovation? What do you think is keeping the capex cost manageable if it's not the government? How does Google work if you take away its cash cow?

So many of you (I assume despite the complaining that > 99% of HN readers can afford it) need to just pay the $20 or whatever for YouTube premium if it's so terrible and get over yourselves. The tax your children will have to pay if the United States is reduced to a second rate power will be far greater. What's with people wanting free access to services and simultaneously offended by ads? I don't like them either but I understand it would be silly to think they should be free. They can be regulated or reformed in many ways, but the government should be highly restrained about cleaving apart companies. Just remember the powers you give the government today the next government will inherit, and it is not so easy for a party to maintain power for more than eight years. Meanwhile China is operating on government initiatives and sustained strategy on a timeline that spans decades. Companies need to be able to match this horizon without fear of whatever the new normal in Washington is every four years. The trend for the United States is not looking good.

• armedgorilla

  today at 1:05 AM

  A theory behind busting trusts is that monopolies stifle innovation, and thus growth, in the long term. When it comes to "competing with China" (which, to be naive, I'm not sure the meaning of), many nationally competing firms will have a better result for future consumers than if there were a single "national champion."

  Here is an hour long video where Lina Khan makes this point to the Council on Foreign Relations much more cogently than I can: https://www.youtube.com/live/L_QaZk5iJOA?is=rk192CuSIBHLemsi

  • godwinson__4-8

    today at 3:20 AM

    I will watch this. Generally I think you raise a fair concern, and I appreciate the shade of nuance.

    By "compete with China" I mean at least have parity of competition with China in the essential technologies of the future, rather than falling behind into some sort of obsolence or inability to shape the global economy we all on the whole benefit from. If China becomes the dominant economic hegemon without a viable American competitive check, I think the world (and certainly Americans) will be worse off.

    Meanwhile, a balanced competition between the US and China I think will benefit almost everyone on the planet, for reasons likely not that unlike what I expect Lina Khan will say in that video. There is no perfect solution, so I will look forward to hearing more of her perspective on this issue, thanks.

• andrekandre

  today at 12:29 AM

    > Meanwhile China is operating on government initiatives
  

  china fosters intense internal competition though; they don't just create and then subsidize some monopoly... avoiding breaking up mono/oligopolies feels the opposite (and a loosing strategy long-term imo)

  • godwinson__4-8

    today at 1:02 AM

    It is a good and important point. But again this is paired with vast amounts of public investment. So to focus on the government's prevention of single sources of power (that which could eventually threaten the primacy of the Chinese central government itself) obscures the issue.

    In the United States we don't have the same reliability of public initiative. That's the point I'm making. Therefore, in such a context breaking up and weakening the companies that do makes us competitive doesn't strike me as a good strategy. And I wish more people would acknowledge that tradeoff in their anti "big tech" rhetoric.

• cowpig

  today at 2:38 AM

  > How is wielding this weapon against our most innovative companies going to help the United States compete at scale against China? Scale is sort of required to do so.

  Meta and Google gobble up an absolutely gobsmacking duopolist's share of western world's economy each year.

  Meanwhile, two other American companies without monopolies are ahead of them in the frontier model race.

  Why do you think that is?

  • godwinson__4-8

    today at 3:13 AM

    I believe this question rests on a few faulty assumptions of the state of the AI race. Including the value of any particular snapshot in time when it comes to judgements about "who is ahead". And also failing to mention Google is an investor in at least one of the "two companies" I believe you are specifying.

    If you think Google (or any large firm) is going to be by necessity be a loser in the AI race relative to smaller firms, you should go ahead and explain why you think that is.

    • cowpig

      today at 3:36 AM

      I don't know what you mean when you say "by necessity be a loser" here.

      My point is that Meta and Google have had an almost comical resource advantage when compared to all of the rest of the firms in the AI race.

      Anthropic raised $65 billion this year, meta is spending double that on capex and alphabet 3x.

      That's just their capex.

      If you also factor the deadweight loss the duopoly imposes on the entire economy, it paints a grim resource efficiency picture.

      Not to mention the negative externalities caused by the decline of journalism. This one is hard to quantify but I believe is the worst.

The $22M ballroom donation was a pretty sweet deal.

https://patriot.university/knowledge-base/organizations/org-... "$22 million ballroom contribution — the largest single documented amount from any corporate donor — arising from a lawsuit settlement over YouTube’s content moderation decision to suspend Trump post-January 6. Settlement filed September 29, 2025, in U.S. District Court for the Northern District of California (Trump v. YouTube, LLC et al.)."

Good.

> Google used anticompetitive tactics to maintain and extend its monopolies in search and search advertising.

Arguably tangential, but for how long more will Nvidia and CUDA avoid the US anti-trust?

• cyberax

  yesterday at 11:34 PM

  Why would they be subjected to anti-trust? There's a robust competition from AMD and Intel, and NVidia is not using any obviously illegal competition tricks.

  • benchloftbrunch

    today at 3:38 AM

    Idk how you're defining "robust competition", but NVIDIA and CUDA definitely rule the GPU computing space right now, at least judging from a biased sample of what I read online. Those who experienced computing in the 1990s and 2000s know of the harmful effects that result when proprietary tech stacks become de facto monopolies. Think Adobe Flash, think Microsoft's "embrace/extend/extinguish" strategy. Perhaps antitrust law needs rework if it can't deal with this kind of monopoly.

    • cyberax

      today at 4:37 AM

      That's because CUDA had been better than alternatives for quite a while. But ROCm and MLX exist, and they are rapidly advancing. Google has its own chips, as does AWS.

      There are also no signs of NVidia colluding against other manufacturers. For example, AMD's MI350[P] are all sold out for the next year or so.

      I just don't see NVidia becoming the next MS circa year two thousand.

> Google’s ad tech business brought in $30 billion last year, or about 8 percent of the revenue for its parent company, Alphabet. Its ad tech revenue has declined for 16 straight quarters, and analysts estimate it accounts for less than 1 percent of the company’s profit... “This is a business no one cares about"

Uhhh, what? What kind of colorful accounting is this that they're pulling off?

• cmrdporcupine

  yesterday at 10:07 PM

  This isn't for the whole of Google's ad business. Just its ad exchange and I think parts of DFP; basically just mechanisms for auctioning off excess display ad inventory.

  • xp84

    yesterday at 10:17 PM

    Thanks. I was trying to figure out exactly what's in scope here. I'd love to get a broad breakdown or a big pie chart that goes to this level of granularity so I can see where this sits within its other 'non-Google-property' ad businesses.

    • cmrdporcupine

      yesterday at 10:36 PM

      Ads market is terrifyingly complicated. Or was when I worked in it fifteen years ago. I stopped following it out of disgust

  • strongpigeon

    today at 1:47 AM

    You’re partly right. It’s indeed mostly about AdX but also because Google owns all three sides of the equation (publisher-side via AdSense (and to a lesser extent DFP), AdX, and buy-side via Google Ads)

https://archive.is/rlAbY

Non-paywalled link

twenty billion walkin out the court buildin woo woo!

The US judges lack courage here. This means they help Google power through with its de-facto monopoly.

This is, interestingly, also against capitalism, since now you no longer have a truly free market; no real competition. It is just one giant blob contorlling (almost) everything. Every blind one sees how Google controls WAY too much. Youtube is part of Google too. It is a cash cow that excludes competitors.

• pessimizer

  today at 12:02 AM

  This isn't a matter of courage. They're doing what they want to do. Clinton's deregulation, especially of telecommunications, is what lead to our horrible present (he appointed this judge.) The judges that Obama appointed literally don't believe that antitrust should exist.

  • andrekandre

    today at 12:31 AM

    yea, a lot of people claiming "but its a clinton judge" dont really get this i think...

So, essentially, a nothing burger.

As usual.

[dead]

[dead]

[flagged]

• krunck

  yesterday at 7:46 PM

  > a great US institution

  So, too big to fail, but to small to be a monopoly that abuses it's power?

• johndhi

  yesterday at 7:44 PM

  I'm more on your side than most but surely you don't think zero antitrust enforcement is best for our country?

• mpalczewski

  yesterday at 10:14 PM

  who is to say that it is great. what makes it so, why is that valuable. Is doing more good than harm. that there is even some inherent value in a "great institution". A bunch of smaller companies would probably be better economically and be more innovative.

• svachalek

  yesterday at 7:49 PM

  Ah yes, the great US institution of ad tech. Mass privacy intrusion in the service of selling clicks for a nickel.

  • Natfan

    yesterday at 8:34 PM

    Stalin wishes he had this much reach

• btmiller

  yesterday at 9:42 PM

  > colincowardly

  Appropriate last name. So any institution that lies, cheats, and steals their way to top is absolved of all wrongdoing just because they got to the top?

• CincinnatiMan

  yesterday at 8:42 PM

  I kinda somewhat reluctantly agree with you, and I think other commenters are missing the point that breaking up Google may allow non-US competitors to rise up and take Google's place on the world stage. Thus, breaking them up is not in the national interest of the US.

  • bigyabai

    yesterday at 8:47 PM

    If Alphabet allows a non-US competitor to replace them, isn't it their fault for failing to compete? The threat of replacement is supposed to be what motivates Alphabet to innovate.

    It could also be argued that allowing Alphabet to sustain anticompetitive damages is exactly what creates the opportunity for them to be replaced. Alternatives to AdSense and YouTube can only succeed in America if Alphabet rests on their laurels and is artificially defended from natural price competition.

  • Georgelemental

    yesterday at 9:00 PM

    As long as there are many competitors, that's better than a monopoly, even if some of the competitors are foreign. Powerful monopolists restricting our freedoms is not in the interest of Americans long-term.

    • CincinnatiMan

      yesterday at 9:50 PM

      > As long as there are many competitors, that's better than a monopoly, even if some of the competitors are foreign

      How do you prevent another monopoly from forming from a different country than your own?

      • Georgelemental

        yesterday at 11:06 PM

        Same way you prevent monopolies based in your own country from forming. Anti-trust regulation. Your country's government controls how companies operate inside it

• al_borland

  yesterday at 8:38 PM

  Capitalism requires some level of regulation to avoid eating itself.

• 2OEH8eoCRo0

  yesterday at 8:11 PM

  Bring back Ma Bell and Standard Oil they were great US institutions!

  • wbl

    yesterday at 8:31 PM

    Standard Oil was sued for keeping low prices thanks to vertical integration prompting the classic quip about antitrust litigation.

• cyberax

  yesterday at 7:44 PM

  Companies like modern Google should not be permissible in the even firster place.

• deaton

  yesterday at 8:17 PM

  So because Google monopolizes on a big enough scale, suddenly they are too important to break up? I would argue that if any single company is big enough to where if it were to break up it would be "against the national interest," then it is too big and must be broken up.

what shocker . google has a long history of prevailing in court

• strictnein

  yesterday at 7:52 PM

  The ACLU has a long history of prevailing in court, as does the NRA.

  Courts should regularly issue rulings you don't like. Their job isn't to make people happy.

  • cj

    yesterday at 8:34 PM

    "long history of prevailing in court" is another way of saying "Google isn't being punished as much as they deserve"

    > Their job isn't to make people happy.

    Sure, but I think we can all agree the US legal system very, very, very rarely issues any ruling that materially punishes a corporation. Even the worst of the worst typically get off very easy.

    Do you disagree with that?

    • strictnein

      yesterday at 8:41 PM

      > "long history of prevailing in court" is another way of saying "Google isn't being punished as much as they deserve"

      Those two things are completely different and have very different meanings. For the most part, the courts aren't the ones that fine businesses.

      > There have been more than 180,000 corporate fines issued in the US between 2020 and 2024, totaling more than $345 billion

      > 3M Company has been issued with the costliest fines, adding up to $18.6 billion

      $345 billion over 4 years seems like a lot to me. Maybe it should be higher? I don't know.

      • imglorp

        yesterday at 8:57 PM

        The system is not equipped to check and balance multi-trillion dollar corporations.

        • SllX

          yesterday at 9:15 PM

          “The system” by which I assume you mean the Government of the United States or America doesn’t need to, because “the system” is sovereign. Corporations are not. They get checked when they get checked, and this ruling only avoided a worse-case scenario for Google. It wasn’t a win for them either.

    • xp84

      yesterday at 10:23 PM

      Not GP, and I regularly lament as well the incredibly gentle treatment of certain companies that I'd argue should have been literally fined out of existence (e.g. Equifax, PG&E, etc.), but we should probably stop to reflect that if the US were a country which erred in the other direction, issuing crippling fines often, we would probably stop being the country where innovative companies choose to do business. I don't just mean that as a talking point, I actually think I probably would prefer to have the economy we have here today (with its injustice) compared to one where most innovative companies won't do business here because they can't afford the possible fines.

What an incredible miscarriage of justice. Make enough money and pay off enough politicians, and you can pretty much shoot people on the street in broad daylight.

• strictnein

  yesterday at 7:47 PM

  Assuming you read the ruling, what do you disagree with the judge on?

  What politicians were paid off to make a judge in a lifelong position who has served for decades rule in Google's favor?

  • shakna

    yesterday at 7:59 PM

    What ruling? It isn't released yet. We have declining to breakup, based on behavioral remedies, and zero details.

    • strictnein

      yesterday at 8:31 PM

      Kind of my point. How does one know something is a miscarriage of justice if you haven't read the ruling? Because you don't like the outcome?

      • mortoc

        yesterday at 8:35 PM

        I don't think it's a stretch to see a systemic pattern of big tech avoiding consequences that leave the rest of us in the power of monopolies.

        Regardless of the content of this ruling, it's another brick in the wall.

        • strictnein

          yesterday at 8:44 PM

          A separate discussion for sure, but simply seeing a headline and declaring it an "incredible miscarriage of justice" seems a little far fetched.

          For example, many times the courts will point out that the laws need to be updated, which would be in the ruling. Or that a law as written is unconstitutional but it could be made so with some changes. That stuff doesn't make the headlines though, just the "Courts rules for/against X". Ideally we'd have a legislative branch that would look at these rulings and update our laws, but their disinterest in doing so isn't the courts' fault.

          • webdood90

            yesterday at 9:23 PM

            [flagged]

            • mpalczewski

              yesterday at 10:03 PM

              A legitimately rule based legal system is far more beneficial than one that takes sides based on the taste of the day. beneficial for everyone involved. If you want to write "Stan for billionaires", without any sort of reasoning, well, that says more about you.

              • webdood90

                yesterday at 10:40 PM

                The system should serve the people, not a small minority of concentrated players. If you can't see how the system is manipulated in their favor, you are part of the problem.

      • shakna

        yesterday at 9:49 PM

        Accepting behavioural changes, is the same stink of the last five decades.

        I would like to wait for my own judgement... But someone reacting to the same, "We're sorry", that has been so common it became a South Park meme? They have had no evidence, probably in their lifetime, that government has not simply sold out to private enterprise. There is zero reason to be mad at them.

        People react to actions. The actions thus far... Do not encourage any of kind of trust. Taking time to redact the ruling, is not an encpuragement to trust.

        Sure. Wait for a ruling. Re-evaluate when it releases, too.

        But reacting to the exact same pile shit they've seen everytime... Why blame them?

• pampas

  yesterday at 9:00 PM

  It's the modern "Never argue with a man who buys ink by the barrel". I think it's why outdoor advertising is so rife. It's hard to fight something when you rely on it to keep your position.

• dgellow

  yesterday at 7:46 PM

  [flagged]

  • yesterday at 7:57 PM

  • Petersipoi

    yesterday at 7:56 PM

    Just to make sure I'm understanding, you're saying that Google payed someone (presumably Trump), who then went and convinced a Clinton appointed judge who has ruled against Trump in the past to give the case to Google?

    Is that actually what you think?

    • dgellow

      yesterday at 8:02 PM

      I do not no, I don’t have an opinion on the Google situation. I was responding to the following:

      > Make enough money and pay off enough politicians, and you can pretty much shoot people on the street in broad daylight.

• unrented7977

  yesterday at 7:48 PM

  [flagged]

I wonder if it would help to revoke patents that help google maintain its monopoly, assuming that's the case and it's doable by a judge/congress/someone?

What exactly is the nature of its monopoly that moots competition? I was of understanding that it's more than just ads on google search results, isn't it?

I have no proof, but this just figures. It's entirely plausible that google gave some heavy-duty major dark money campaign donations and have used the return on their investment to avoid being broken up. Maybe I'm just cynical and the corporations and ultra-wealthy wouldn't really do anything like that all the time. They are ultra-greedy, though.

• hightrix

  today at 1:35 AM

  > Sergey Brin ($154 billion), the co-founder of Alphabet and seventh-richest man in the world, joined Musk, Bezos and others in being seated behind Trump during the swearing-in.

  You aren't cynical. Big tech absolutely bent the knee and are now wearing red kneepads.