[kerkeslager]

> Welp, time to short Google in the long run.

That's probably not a great idea for two reasons:

1. Google has their fingers in a lot of pies. You want to short Google search, but a short on Google is also shorting all their other businesses, as well as shorting future ventures and shorting the possibility that their management will pivot business strategy away from search.

2. Shorting in general leans toward being a short-term strategy, because most forms of shorts are costly to maintain because you're paying interest on loans, option premiums, etc. Futures are probably the cheapest way, but then you're susceptible to short-term fluctuations: the market can remain irrational longer than you can remain solvent.

EDIT: alangibson also makes a good point.