Reading Ed Zitron’s coverage of the Google antitrust cases is pretty eye opening.

Mostly because it says basically what you just said: we’ve already reached pretty much peak efficiency in these forms, and since they can’t bleed out more money via “efficiency” they’re now leaning towards “How many customers can I piss off while increasing ad interactions by 1%?” As Zitron points out, they’re literally chasing tiny percentage points of growth through “how many people can we piss off and still grow?” instead of offering anything new and useful. It’s just “we’re entrenched, so why would we try anything risky at all ever?” all the way down.