A hilariously apt comparison - after looking up Harley's breakdown, it looks like merch was ~10.5% of the revenue brought in by motorcycles (not parts/maintenance) in 2015.

Granted, I'm not well-versed in looking at corporate financials, but the basic breakdown shown here [1] isn't terribly complex

[1] https://www.prnewswire.com/news-releases/harley-davidson-rep...

I didn't realise it was actually that much - it's just the only HD product that anyone I personally know has ever bought, which was why it came to mind.

You did inspire me to go look up actual numbers for google though. Looking at FY Q4 - https://abc.xyz/investor/static/pdf/2019Q4_alphabet_earnings...

If I'm reading the first table correctly, the number for "google advertising" is the sum of all the lines above it, so that's the number I'll take. If we compare that against the bottom line, we get 82.3% for Q4, or 83.2% for FY19.

So either it's improving (from the viewpoint of someone with a distaste of the ad industry, at least), or I mis-remembered 2016's 86% - either way I can update or correct my claim.