No one is forced to use our advertising technologies – they choose to use them because they’re effective.

Like an antlion saying “ants aren’t forced to fall into my trap! They choose to!”.

Google’s advertisement monopoly is directly associated with its other monopolies: browser monopoly, search, mobile OS, video sharing. It can use each of those monopolies to change the rules of the game ever slightly, to prevent competitors from entering or remaining into the market.