Why Google's Biggest Problem with 'Search Plus Your World' Isn't Antitrust

Over at TIME.com, I write that while some claim that Google Search Plus Your World violates antitrust laws, it likely doesn't. But I note that Google does have a big problem on its hands: market reaction.

So if antitrust is not Google's main concern, what is? It's that user reaction to SPYW and other recent moves may invite the very switching and competitive entry that would have to be impossible for monopoly to hold. … Users, however, may not wait for the company to get it right. They can and will switch. And sensing a weakness, new competitors may well enter the search space. The market, therefore, will discipline Google faster than any antitrust action could.

Read the whole thing here.