I've seen small to medium sized entrants to the market, who might operate on a more shoestring budget, who were basically wrecked by things like this.
Someone who doesn't believe that Google Search is a monopoly thinking that the ad cartel doesn't have anti-trust issues doesn't surprise me.
One of the tricks in a monopolist's box is to cast themselves as "legitimate" and their competitors as "illegitimate". They make the "standards". They create the boxes to check. They like "associations".
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Also noting that even an "unintentional" act which leads to these outcomes can be troublesome.
