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the fundamental flaw in the article is that it compares an entire industry to a single company to justify the too big to fail arguement
the problem is that when an entire industry fails (banking) there is no alternative to go to.
the difference is if googles search results suddenly don't give you the best results (what your looking for) people will try another search engine.
there is no negative cascade effect between search engines.
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“When crimes occur through the mail, you don’t shut the post office down,” Steve Wozniak
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