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> Free mapping existed before Google Maps.

Search existed before Google as well. Free maps were very inferior to Google maps and also were a loss leader for other service that’s MapQuest was trying to sell into enterprise and stuff.

Google maps was just another ad stream for Google and so was much easier to link to, embed everywhere. And had an innovative UI.

Before Google cranked up their prices Google maps got embedded everywhere. This was novel and not something that Mapquest and other existing maps promoted.