It sounded preposterous 10 years ago, but look now: Google draws upon a gargantuan computer network, nearly 20,000 employees and a $150 billion market value to redefine media, marketing and technology.
Perhaps Google's biggest test in the next decade will be finding a way to pursue its seemingly boundless ambitions without triggering a backlash that derails the company.
"You can't do some of the things that they are trying to do without eventually facing some challenges from the government and your rivals," said Danny Sullivan, who has followed Google since its inception and is now editor-in-chief of SearchEngineLand.
Google's expanding control over the flow of Internet traffic and advertising already is raising monopoly concerns.
The intensifying regulatory and political scrutiny on Google's expansion could present more roadblocks in the future. Even now, there's a chance U.S. antitrust regulators will challenge Google's plans to sell ads for Yahoo Inc., a fading Internet star whose recent struggles have been magnified by Google's success.
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