One day, Google may also need the work that $36B would have accomplished to survive.

I suspect one of the strategic reasons FAANG keeps us around to work on bullshit projects is to prevent us from going on our own and making awesome competing products.

With that much control over our collective mind their preference for bigger businesses and publishers will ultimately be their own unmaking. In the global village sense we wont need them to find big vendors. Google would benefit more from promoting small players for a more chaotic, more competitive landscape where advertisement is actually useful.