There's been thousands, or even hundreds, of articles, Pod toss, information discourse, related to how Google has become the giant that it is today. I have read and listened a lot of of them. A number of them happen to be tedious, without real beef, and are repetitious to state minimal. But articles I read lately really hit the nail on the brain, and I wished to bring a tad bit more attention to the some ideas of why Google is Google, and why they will be around for-a long time.Google itself is definitely an amazing company, that goes without saying, but still something I feel can not be said enough. But I am perhaps not referring to their ability to move from 500 million to 10.5 million within 4 years (yes this can be impressive, but it is been hashed over thousands of times ).What I'm referring to, is their frequent ability to discover new talent and new companies to provide. I would want to include what I feel that's creating a breeding ground, inside the company, and is among the most important areas of Google, and outside the company for improvement and development in the world. They're to date one of many biggest supporters of open source; on top of that they are the biggest fiscal backers to make information free for the people on the internet.But why are they such major supporters of free and open source advancements?This report that I read really goes in depth about why Google does this, and it is something that I really never considered or even gave much thought to. It's known as 'Complimentary Genius.' Whatever is application, engineering, web, etc is a match to the key of Google.A good example is Hot Dogs and mustard, if Hot Dogs abruptly turned freebie objects, then your offers of mustard might skyrocket, this is because they're both free together. Google I believe, in certain kind or yet another, has noticed this, and found that when they press and fund a project, that's free with their primary business, it will increase their market share. Now, if they make said project free to the masses, well-that gives much more people to the web, and presents Google yet another boost.Google's Competition - Why it is hard, if perhaps not impossible for technology-based firms to take it totally now to view Microsoft struggle so fiercely to be a opponent with Google, is extremely counter-productive. Microsoft's entire company all together is only a supplement to Google. Why fight against Google, within the arena that Google developed. 'All engineering paths, result in Google.' What-ever Microsoft does on the planet, from creating a new operating-system, to delivering a new pc software upgrade for an older product, will simply provide more people online, and ultimately to Google. Quite a while ago I stopped going to the Microsoft's Knowledge base. I realized the sites search engine was very unproductive, and generally I never found a fix for whatever I was looking for. Now a days, when I have a problem with a Microsoft product, I get o-nline and check out Google, type in the mistake and fix it and re-search the issue. The majority of time the search brings me to Microsoft Knowledge-base, but Google's search is significantly more appropriate then the pathetic one utilized on Microsoft's own website.Google Revenue - Nothing new here - Just a light recap99% of Google's income originates from marketing marketing. The concept is based on, or even stole from, se GoTo. The initial method ranked its search advertisements in line with the measurement of-the advertiser's estimates. Google used this process and added another dimension to the process, and improved the idea. They added the ability to target ads for specific queries. If someone is looking for shoes they don't want to view ads about cars, they want ads about shoes. Quite simple and sensible idea, nothing to complex about it, and with this the wonderful child named Google, entered in-to the currency markets and buyers have loved it since.Google & Co, Microsoft, and other Programs - ConclusionsIn order for Microsoft to become aggressive again they should do some serious reorganization to the business they've already produced. This article wasn't made to go into depth about what I think Microsoft could be most useful doing to combat Google. Even I am rooting for Google, but buys up any innovative applications and companies that emerge, and if Google manages to eliminate your competitors it's, well that alone will become a large issue.