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The Atlantic: The Case Against Spinning Off Chrome
The Atlantic - (archived: https://archive.ph/9NlhQ ) The Case Against Spinning Off Chrome
There are better ways to address Google’s dominance.
By Ian Bogost
November 22, 2024, 10:27 AM ET
This past summer, a U.S. district court declared Google a monopolist. On Wednesday, the Department of Justice filed its proposed remedy. This plan—the government’s “proposed final judgment,” or PFJ—must be approved by the judge who is overseeing the case. But it outlines changes the government believes would be sufficient to loosen Google’s grip on the search market.
Notably, the DOJ has proposed that Google sell off its Chrome web browser—which currently accounts for about two-thirds of the browser market—and stay out of that business for five years. That proposal may seem righteous and effective, and stripping Google of its browser does make the government look bold. The proposal also seems to right a cosmic wrong from more than two decades ago, when the DOJ tried (and failed) to get Microsoft to unbundle its own Internet Explorer browser during a prior antitrust enforcement. This time around, the government’s lawyers insist that wresting Chrome from Google’s mitts is necessary to prevent Google from setting a default search engine for the majority of internet surfers, and pushing those same people to other Google products too. (By the same logic, the PFJ prevents Google from paying rivals such as Apple for default-search placement.)
This is a mistake. Google’s control of Chrome has surely benefited its market position and its bottom line. But Chrome might remain a boon for Google even if it’s under outside ownership. Instead, why not force Google to strip Chrome of its Google-promoting features, and let the browser be a burden rather than a tool for market domination?
In August, I argued that declaring Google a monopoly might not matter, because the company had already won the search wars. Searching the web effectively via text typed into input boxes was Google’s first and perhaps only innovation; the competitors that arose—DuckDuckGo, Bing, and so on—offered their own takes on Googling, which became the generic term for searching the web. People returned to Google because they wanted to, not just because the company had strong-armed them.
Google did incentivize competitors to maintain that status quo. Mozilla’s Firefox browser offers a case study. The foundation’s most recent annual report lists $510 million in royalty revenue for 2022, some of which surely comes from Google in the form of referral fees for Google searches. The PFJ appears to prohibit these kinds of payments, and whatever revenue they generate for Mozilla. If those are off the table, browser companies may end up letting users choose their own default search service. But the results could end up looking very much the same: People who like and are familiar with Google might just end up choosing it again.
/snip
There are better ways to address Google’s dominance.
By Ian Bogost
November 22, 2024, 10:27 AM ET
This past summer, a U.S. district court declared Google a monopolist. On Wednesday, the Department of Justice filed its proposed remedy. This plan—the government’s “proposed final judgment,” or PFJ—must be approved by the judge who is overseeing the case. But it outlines changes the government believes would be sufficient to loosen Google’s grip on the search market.
Notably, the DOJ has proposed that Google sell off its Chrome web browser—which currently accounts for about two-thirds of the browser market—and stay out of that business for five years. That proposal may seem righteous and effective, and stripping Google of its browser does make the government look bold. The proposal also seems to right a cosmic wrong from more than two decades ago, when the DOJ tried (and failed) to get Microsoft to unbundle its own Internet Explorer browser during a prior antitrust enforcement. This time around, the government’s lawyers insist that wresting Chrome from Google’s mitts is necessary to prevent Google from setting a default search engine for the majority of internet surfers, and pushing those same people to other Google products too. (By the same logic, the PFJ prevents Google from paying rivals such as Apple for default-search placement.)
This is a mistake. Google’s control of Chrome has surely benefited its market position and its bottom line. But Chrome might remain a boon for Google even if it’s under outside ownership. Instead, why not force Google to strip Chrome of its Google-promoting features, and let the browser be a burden rather than a tool for market domination?
In August, I argued that declaring Google a monopoly might not matter, because the company had already won the search wars. Searching the web effectively via text typed into input boxes was Google’s first and perhaps only innovation; the competitors that arose—DuckDuckGo, Bing, and so on—offered their own takes on Googling, which became the generic term for searching the web. People returned to Google because they wanted to, not just because the company had strong-armed them.
Google did incentivize competitors to maintain that status quo. Mozilla’s Firefox browser offers a case study. The foundation’s most recent annual report lists $510 million in royalty revenue for 2022, some of which surely comes from Google in the form of referral fees for Google searches. The PFJ appears to prohibit these kinds of payments, and whatever revenue they generate for Mozilla. If those are off the table, browser companies may end up letting users choose their own default search service. But the results could end up looking very much the same: People who like and are familiar with Google might just end up choosing it again.
/snip
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