If there's a sentiment that crops up with frequency in this column, it's that bigger is seldom better when it comes to how businesses treat consumers.
So I say today, with no small surprise and puzzlement: Go get 'em, Microsoft.
Google is Apple, but much more so.
Yet as Google prepares to muscle its way into the wireless telecom market, and as it continues its virtually total domination of the Internet, I can't help but think that what this company needs more than anything else is some serious, in-your-face competition.
So my feeling is that Microsoft's nearly $45-billion offer for Yahoo is a good thing for the tech world and a good thing for consumers. Until, that is, it's not.
"It's very difficult to figure out upfront when these things are good for consumers and when they're bad," said Steve Morrissey, an antitrust attorney at the Los Angeles office of Susman Godfrey.
"Trying to figure out where these companies will be in five or 10 years is exceedingly difficult," he said. "It's really hard in such rapidly developing markets to know where you draw the line."
I guess it's like porn -- you know it when you see it. Google is a company that's become absurdly powerful in an absurdly short amount of time. Ten years ago, Google founders Larry Page and Sergey Brin were still cobbling together their computer gear in Page's Stanford University dorm room.
Now they're billionaires, and Google all but owns the Web. According to market research firm Hitwise, Google accounts for about 55% of all Internet searches, with Yahoo trailing at 17% and Microsoft's MSN a distant third at 5.2%.
Google is among the leading bidders -- though it remains to be seen how serious -- for a multibillion-dollar chunk of prime wireless bandwidth that could make the company a major player in cellphone circles. And it's not that farfetched to imagine the company's YouTube video service evolving into a 21st century TV network.
So how do you keep such a dominant force focused on making customers happy? You make sure it has robust rivals. And at this point, it looks like a merged Microsoft-Yahoo may be our best bet for giving Google a run for the cyber-money.
"It's probably inevitable," said Patricia Seybold, a business consultant and author of the book "Customers.com."
"But why do I have such a sinking feeling about this?" she asked.
Seybold pointed out that the best scenario for consumers is always a diverse marketplace with plenty of players. A Microsoft-Yahoo combo might be able to stand up to Google, but what then?
Are we now looking at a replay of what's happened in the telecom and cable industries, where the market is dominated by a relative handful of heavyweights and consumers frequently have to choose from only two or three service providers?
"Customers really don't trust the Microsoft brand," Seybold observed. "But they're also becoming suspicious of the Google brand."
Moreover, a supercharged Microsoft-Yahoo only turns up the heat for Google to go on its own shopping spree. So what happens next? Google buys Disney? Microsoft-Yahoo buys CBS? Google-Disney buys Verizon? Microsoft-
Yahoo-CBS buys AT&T?