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We Can't Afford a Search Monopoly, Even If It Kills Yahoo

"Google will be free to charge monopoly prices to advertisers ..."

My understanding is that Google doesn't set the prices that advertisers pay. That is done by the advertisers themselves when they bid on keywords.

Of course, if advertisers have more places to go to bid on keywords, that might affect the volume of activity that Google gets and that could ease the upward pressure, somewhat, in the bidding.

Then it becomes a question of who has the better product. Oops, Google wins again.