HMMM… Business2 have this article on Google.. a quick run down on the article , Business2 basically are saying that Google are going to show more ads and cut bandwidth costs, well I’m not sure that this is the real reason.. You see if you have access to ISP logs you get so much infomation.
At the moment Google see people come and go from their site, but don’t really know where the people go after that, or where they have been before they arrive at Google.
One take on the ISP logs is .. the user turns on the computer, the ISP knows every step they take online, every site they visit, every email they send… Everything they do
So if Google became the largest ISP in the world what would they gain:
a) They would have data on Yahoo, MSN etc and what their users are doing, why people leave Google search and go to Yahoo! and viceversa
b) Clickbots.. say good bye once and for all
c) Quailty of search… so now they can see that people go through the top 10 in the serps and then leave for Yahoo which would mean that Google search relevancy is bad for that term… this could be easily sorted if you where the ISP
d) Really the power that Google would have would be complete… end of story and the same goes of any Search Engine… if Bill bought AOL… MSN would be the biggest and best SE out there within 6 months.