practice, which amounts to a new business model, appears to be anabandonment of Google’s pledge to provide neutral search capability.The most striking example of how this practice enables Google to muscleits way into new markets is the lucrative market for local search. Googlenow inserts results from Google Maps into the first page of results frommost Google searches, driving enormous traffic toward Google Maps andaway from competitors. Google now has more than half the market forlocal search.The ultimate significance of these developments is that they spell a rapiddecline in choice for consumers. Increasingly, consumers who use Googleare placing themselves in a sort of virtual gated community, or what wasonce known as "a company town." You can go anywhere you like, as longas you use the company's roads. And you can buy anything you like, aslong as you shop at the company's stores.