Just a cost ...
... of doing Evil.
Google has appealed the $1.7bn (€1.49bn, £1.32bn) fine set by the European Commission for strangling rival advertising networks with the firm grip of its dominant search platform. Euro watchdogs fined Google (Alphabet 2018 profit: $30bn) for breaking EU anti-trust laws in March following an investigation into Google AdSense …
Google can appeal against the fine, or to the court's better sense, or for a fair trial.
Indeed they can.
They can also just appeal -- with all information about the appeal left unsaid ("Bails fall and Google appeals").
And they can also appeal the fine, without describing whether they are appealing against the fine, or to the court's better sense, or for a fair trial or something else -- just that it is regarding the fine.
All perfectly acceptable to this, and to most, English speakers. Just because you wouldn't say it does not make it ungrammatical.
I can say I go shop and expect to be understood. But this is grammatically wrong because it is semantically wrong (grammar is subordinate to semantics). English, along with many other languages, has instransitive verbs that do not take direct objects and can, thus, be used without them.
It's an idiom. I know what is meant by it, as do you. The more fully correct version would be something along the lines of "Google is taking the judgment of a fine against them to the court of appeal," but pretty much every English speaker would parse that down to the same meaning.
Ok, so being fined a billion sounds like a lot, except in the context of Alphabet's $30bn profit. Especially if what you're being fined for is fundamental to making those billions. Then spend $100m on appealing the fine, and maybe save $500m if you can get the fine reduced, or dropped. But it doesn't seem like the fine really punishes or forces companies to change their behaviour, if they can just treat it as a cost of doing business.
They can all waste their money as they like. with a good blockers for third party cookies, scripts, device recognition etc., you don't need to see any of them. It's all the scammers scamming each other, convincing themselves that people are actually seeing their ads. (and paying people for clicking on them so that it looks like anyone gives a damn.) "What about my fondleslab?" I hear you cry. If you do everything on that via a browser, you too can resist the scourge of modern communication just as well.
Google of late seems to be having some sort of identity crisis - it thinks it's the actual internet; redefining email, how websites connect and are coded... flirting with new products and services before rapidly discarding them, leaving users floundering... I wonder how long they're new gaming platform will last before they decide it isn't making any money and strangle it in it's cot. Google needs to be brought to heel.
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