It certainly is a balancing act for them and like any company when they get a certain size and very successful they are going to be hit upon, bit like Microsoft.
They are subtle but it is true they are putting the squeeze on. Notice the sponsored link background get a little paler every year and now with the maps how many of the first page entries are above the fold?
I actually don't begrudge them their fortune. I look at the email I use, the productivity tools, finding good resturants through Places reviews, infact even finding the resteruant with gmaps and I've even got a phone thats cheaper and better than an iphone all because of Google.
The danger is if they turn real nasty and we are so dependent on them, then we are in trouble.
Luckily when it comes to Adwords and the Google squeeze, Facebook comes along and poos all over them so we are OK until Facebook goes the same way as the rest.
