Isn’t this just the story of all corporations though? They start selling a niche product, and then they have three axes for growth: vertical, horizontal, and addressable market. All corporations take “breaths” on each of these axes as they see opportunities. But a corporation that grows too wide finds a more focused competitor stealing their share. A company that grows too tall sees a competitor using network effects against them. Growing the addressable market generally lifts all ships, but hits a limit once you max out global marketing.

Every company will eventually flex as far as they can on all these axes. I’m interested if you have some insight about something that makes Google particularly dangerous in the horizontal direction?