The EU Antitrust Commission wrote a 216-page report on why your should own GOOG:
ec.europa.eu/competition/an…
ec.europa.eu/competition/an…
No, seriously, I'm going to pitch long GOOG, using only snippets from this report. Here we go:
Google is a two-sided platform with both same-side and cross-side network effects 
Same-side network effect: The more people search, the better search becomes.
Cross-side network effect: The more people search, the more advertisers there are. The more advertisers there are, the more efficient ad auctions are.
Barriers to entry are significant. Building a search engine is expensive and takes a long time.
Building a search engine is expensive. Spending on search R&D: Google vs. Yahoo
There have been no effective new market entrants.
Competitors have been exiting the search market.
Despite perception of low switching costs, few Google users use other search engines ("multi-homing").
Google has dominant market share across PCs and mobile.
Google has dominant market share across countries:
Google is even more dominant in mobile:
Google click-through rates by position in Google search, as in, why you have to advertise to be in the top 3:
Monopolies goin' monopolate. Traffic from organic search vs. AdWords for select comparison shopping sites.
Google will fuck your organic traffic...
...over and over again...
Amazon is not really a competitor to PLAs
Amazon and eBay are two of Google's top advertisers
Only 3 of Google's top 20 PLA advertisers sell on Amazon/eBay
Facebook search is irrelevant (not that this was in contention)
/Fin
