It’s certainly a concentration of the industry. Between the two of them, they will have something like 80% of the advertising business. That might increase competition, or it might decrease competition. Google already has so much market power, that they could act (and maybe are acting) as a monopoly. So the merger could provide a competitor with the market clout necessary to compete seriously against Google.
On the other hand, with fifty percent of the market, Google could set the markets, and will only start losing if someone comes out with a seriously better product, that takes a new approach to what we need, and that grows, like Google did—and Microsoft before them.
Even huge companies don’t always identify the next big advance and snap it up before it gets really huge. Huge companies always seem to get stuck in their ways after a decade or two, and then they don’t innovate as well, and they aren’t nearly as efficient as they were. It’s hard to keep your hand on the pulse of the consumer. You hit a home run, and you tend to get complacent, and the world passes you by, and suddenly you find yourself in bankruptcy.
We can only hope that the Microsoft/Yahoo merger works to keep Google more honest. On the other hand, I, personally, have an animosity towards both Microsoft and Yahoo, because they used to have great products, and then they took over, and screwed us over in various ways. I hated that Microsoft essentially killed WordPerfect. I hated it when Yahoo just got too advertizy.
Google has kept its interface simple and unobstructed. They’ve added useful, sensible features. They have not (yet) gone completely into crass consumerism with obtrusive advertising. They may fall, at some time, but for the moment, I still have a warm fuzzy for them.