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You can compare it with ebay, ebay is also just a script that generates money. Ebay also started with new things like opening shipping centers in different parts of the us. Both of them have lots of money not only because of ad words or auction fees but from their stocks.
I do think google is a bigger bubble then ebay, ebay is more solid as a marketplace, actual goods pass trough ebay but google is all about clicking on ads, when a new and better system comes up or a better search engine google will be finished in a short amount of time.
Let's say some kid invents a new browser, way better and faster than explorer or firefox, the browser is free but uses a sort of adwords in a build in task bar, you are on a page with baby clothing and the taskbar is showing you ads for babyclothing. Advertisers will place their ads trough this new browser instead of using google and google will lose it's entire adwords income.
Sounds like a good idea to get rich, now I only need to find a kid to make this new fenomenal browser :-)
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