There is a great many lines of text written about tech giants like Google and Microsoft, but at the end of the day the reality is more simple then interesting.

There is a great many lines of text written about tech giants like Google and Microsoft, but at the end of the day the reality is more simple then interesting. I remember Wired ran a similarly article about Microsoft some years ago (Linux, Gooogle, Firefox, etc. - war on all fronts). At the end of the day, Google gets most of it's money from advertising, Microsoft from Office/Windows lock-in, Amazon from e-commerce, etc. The one company that really turned it's self on it's own head was Apple, but I don't see any of the above companies (needing to) do anything so radical any time soon.