I feel that the founders of Google said it best. When Page and Brin’s started Google “There was no business plan” and “They had a vision” (Auletta 2). Both young the two started from a garage, they then took take vision and milked it for all its worth and then “They went from zero to twenty billion dollars in revenue in four hundred weeks” (Auletta 8). The desire to expand comes from the idea of pushing the envelope, and seeing how far they can take it before they are forced to slow down. Until that day comes, if ever, they will continue their pursuit on getting bigger and better. As far as being a monopoly I don’t think Google qualifies because the services they offer are available in various other places. What Google is to the web is just like mP3 players and apple. Apple does not make all mp3 players but has control of a large part of the market because of its name.
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The Apple analogy really sums up Google's place in the market. Google is only one of many search engines. The difference is that Google does a better compared to other search engines in terms of it's services and innovation. It's far more than a search engine it's a multimedia company. Google's reliable service and people's positive experiences using Google have given the company its good name. People can therefore trust Google just like how consumers trust Apple's iPod. As you said, this still doesn't mean that they are a monopoly as there are other options out there. They don't have sole control of the market.
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