Is your complaint one of predatory pricing: i.e., pricing below cost to eliminate competition, allowing the company to eventually charge more for services that only it offers (i.e. monopoly)? I had not thought of that negative aspect of the 'free' model - and I think that it is less likely to actually take place in the constantly-shifting free-for-all (in all senses) that is the Internet - but Google might just be trying to head in that direction.
When there's an eel in the lake that's as long as a snake that's a moray.
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