[Rastonbury]

Exactly and this is what they've been doing, per the recent trial and post on the guy who destroyed Search. That's what 90% market share let's you do, stuff another 1 or 2 ads before results, reword/suggest queries so they are more valuable, worsen results so people try more queries (and see more ads) for one search, articially boost the 2nd ad bid (in a second price auction) so that the winner has to pay more than 2nd place bid.

Been a shareholder a long time and 20%+ growth on 11-digit quarterly revenue still mindboggled me