If Google began to charge for their services, at least there would be a way out. If a single market telecom raised prices or change policies, there isn't any real recourse.
And if you wanted to place an ad online to say, reach everyone in the US of driving age (car ad), or in Toronto during an NBA game (Pizza ad) what are all your options?
I wonder if the standard for excessive profits truly measures profit and not simply price increases and deceptive service charges.
If it is the later I can say I have definitely been harmed by cost cutting measures related to quality of service within telecom. Contractors who don't have enough training and are overworked have completely supplanted full time personnel who know their company's product and can provide competent support.