"an obvious compliment to Google's search ad biz"
Compliment? Or Complement? Because they're very different words, as I hope the author realises.
As for the rest, I hope Google, at some point, gets hammered to the wall for anti-competitive practices. But this is the USA, which loves anti-competitive practices, damn-near dies in ecstasy any time an American corporation manages to develop a "monopoly", and does everything to protect these business rather than tearing them apart as it should be doing.