Google certainly believes that a rising tide lifts all boats up -Google follows an explicit policy of transparency and open industry standards to this end. However, Google’s upstanding principles may be getting it in trouble. Users who browse through Google’s own browser, Chrome, will soon be able to turn off ads: the very source that keeps the entire company afloat. This might seem like professional suicide – or it might seem like Google is showing remarkable restraint, and is sharing its good fortune around. Take for example, the new Extensions scheme in Chrome – their version of Firefox’s Add-ons. Firefox has ad-blocking add-ons, that are widely popular – like Add block Plus. This plug-in,blocks Google-supplied AdSense ads. Independent programmers have been working together on a rudimentary ad-blocker for Chrome too. And Chrome doesn’t seem to be trying remove it from its add-ons page.

The Google browser has nearly fifty million users; and that is only a fraction of all Google users on the Internet the world over. Google loses only a small portion of its potential Chrome advertising income, if people download an ad-blocking application. Firefox today has 7 million installations of its ad blocking software. It is not really that likely that ad-blocking will get so popular, that the Internet ad-serving industry should just go bankrupt. Google’s sentiment is that to live in fear of being shut out of its market, is kind of a primitive; to embrace the whole dynamic of the market, is more appropriate of a responsible Internet citizen. Perhaps this will foster creativity, and make people put up more creative, and watchable advertising.