[cartlidge]

It isn't at all clear that (1) is true. Until recently, no-one was particularly concerned about companies which link advertisers and purchasers. Unless you say the hypothetical benchmark company is a company which tries to track you and build a database on you and basically spy on you, Google seems to be overtly more evil than any hypothetical benchmark company.

Effectively you've defined yourself into a corner were the hypothetical benchmark company is Google, since they must be substantially identical in all relevant ways. It isn't sufficient that they are advertising mediators: no, they must be advertising mediators who track every detail of their users life.

But even if we decide to compare within their business methods - not just their product space - and say, "given that they're Big Brother, are they an evil Big Brother or relatively more benign", it's not clear that they're benign. I have heard stories that leave my concerned (trying to produce a censored version for China, for instance, and gagging former workers who don't feel comfortable with that). I cannot provide evidence that they operate an evil business in an evil way, but it isn't clear that they don't. The absence of evidence is not evidence of absence.

Google worries me more and more, even though I'm tied to them more and more.