This take makes even more sense when you consider the costs of making a move to create the market. The organizational energy and its necessary loss in focus and resources limits their ability to experiment. Arguably the best strategy for Google: (1) build foundational depth in research and infrastructure that would be impossible for competition to quickly replicate (2) wait for the market to present a clear new opportunity for you (3) capture it decisively by focusing and exploiting every foundational advantage Google was able to build.