谷歌被反壟斷訴訟後，美國互聯網會再度繁榮嗎？

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"中美兩國當下雖然針鋒相對，但卻幾乎同時在“互聯網反壟斷”問題上保持了一樣的節奏和立場，那就是都在對“互聯網巨頭涉嫌壟斷競爭”進行監管和訴訟。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如果回顧2020年的科技互聯網產業，反壟斷一定是要被歷史濃墨重彩記錄的一筆。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"羅馬不是一天建成的，這些互聯網巨頭在各自領域形成壟斷地位，也不是一夜之間的事情。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"互聯網企業從無到有、從少變多、從小變強的這二十多年間，一直被視作挑戰傳統，推動數字社會發展的創新之光，更是一個國家科技競爭力的象徵。鼓勵創新、推波助瀾，至少不去過分管制、干涉，纔是長期以來各國對互聯網產業發展的態度。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但無論誰也不曾想到，當年屠龍的少年如今卻長成了民衆們恐懼的“惡龍”，對市場和利潤的貪婪佔有一如百年前的托拉斯巨頭。現在，政府也不得不揮舞“反壟斷”的大棒來鞭策這些互聯網巨頭能從善如流、改過自新。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"難怪去年7月那場美國國會反壟斷聽證會的最後，衆議院反壟斷委員會主席David Cicilline總結陳詞說：“從洛克菲勒到卡耐基，再到比爾·蓋茨和四大科技公司，產業變了，但是壟斷巨頭的行爲沒有本質變化。”","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"壟斷的本質就是：反競爭。而最後提到的這四大科技公司，正是現在全球市值最高的幾家互聯網科技公司：蘋果、谷歌、亞馬遜和Facebook。四巨頭在智能終端、搜索引擎，數字廣告，社交媒體，電子商務等領域處於絕對統治地位，現在被各國政府視爲阻礙競爭和創新的的元兇。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/c5/c521b1e9e7b4dad1e04ad791253dd00a.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"近兩年，這四家公司已經開始接受美國聯邦貿易委員會（FTC）和司法部的調查和起訴，谷歌則成爲那個被反覆拎起來吊打的“出頭鳥”。從2020年10月間至今，谷歌已經遭到三起集體反壟斷訴訟，成爲繼微軟反壟斷案之後美國規模最大的反壟斷訴訟。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對谷歌反壟斷訴訟的目的，用科羅拉多州司法部長的話解釋就是“旨在消除谷歌因其反競爭行爲獲得的任何優勢，包括酌情剝離資產”。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"那麼，憑藉着壟斷地位，谷歌到底做了哪些“壞事”？怎麼才能對谷歌“定罪”？如果美國政府堅持對谷歌進行反壟斷限制，那麼美國互聯網業會迎來“又一春”嗎？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"三起反壟斷訴訟裏，谷歌做了哪些“惡”？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"通過對美國司法機構發起的三場集體反壟斷訴訟的梳理，我們歸納了以下指控。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第一場：美國時間10月21日，美國司法部和11個州對谷歌提起訴訟，指控其通過搜索和廣告業務上的壟斷地位來打壓對手的反競爭行爲，違反公平競爭法，其核心指控是利用壟斷力量捆綁在線搜索和相關市場的分銷渠道。具體來說就是在操作系統上，谷歌通過與蘋果和其安卓移動操作系統分銷商簽訂排他性合同，鎖定分銷渠道。比如，谷歌每年向蘋果支付高達80到120億美元，讓谷歌成爲Safari和iPhones上的默認搜索引擎。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/21/213b334d7c5d5493a543d03f3f27c834.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"美國司法部認爲這是谷歌爲保持對搜索引擎渠道的壟斷，屬非法行爲。而谷歌認爲他們的合同沒問題，因爲用戶可以去改變這一默認設置。一位谷歌發言人聲明：“用戶不是必須這麼做，是他們樂意這麼做。”","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第二場：美國時間12月16日，以得克薩斯州爲首的10個共和黨州的檢察長聯名發起訴訟，主要指控谷歌在廣告技術上存在反競爭行爲，以維持其在數字廣告市場的壟斷地位；同時，還指控谷歌和Facebook兩家共謀“互不競爭”的行爲違法，這一條直接違反了美國反壟斷法《謝爾曼法》的第一節的“限制共謀交易”。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"所謂廣告技術上的反競爭行爲，是指谷歌控制了數字廣告供應鏈的90%的市場，廣告商必須使用谷歌的廣告交易工具來購買線上數字廣告資源。谷歌既充當賣方，爲廣告主提供競價排名和定向廣告投放服務，也充當買方，幫助廣告主購買供應商（網站、媒體）的廣告資源，同時還經營着全球最大的在線廣告交易平臺Ad Exchange，作爲中間商賺取差價。相當於在這場“數字廣告錦標賽”中，“谷歌同時扮演了投球手、擊球手和裁判的角色。”","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/1c/1c68bb255121d036e08064f32ef78575.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"數據顯示，谷歌2019年獲得了近1620億美元的收入，其中絕大部分來自廣告營收。谷歌幾乎囊括了美國近三分之一的數字廣告支出。起訴者在訴訟中認爲，谷歌從流向在線媒體、網站等內容生產商的廣告收入中收取了高額“稅費”，而廣告主的成本最終將轉嫁到消費者身上。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"至於谷歌的反應呢？谷歌發言人表示“谷歌在數字廣告投放商仍然面臨強勁的競爭”，而“這一指控是毫無根據的”。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第三場：美國時間12月17日，以科羅拉多州司法部長爲首的35個州的聯盟共同發起對谷歌利用反競爭行爲來維持其搜索業務和廣告的壟斷地位的指控。除了上面提到的兩個指控，該訴訟還指控谷歌利用“搜索結果頁面上的區別行爲”，以顯示對旅遊、餐廳等專業化搜索平臺不利的搜索結果。具體就是谷歌涉嫌打壓像Yelp、Tripadvisor、Hotels.com等垂直搜索服務供應商，限制它們通過搜索引擎接觸消費者的機會。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"起訴者認爲，谷歌的壟斷行爲對消費者、廣告商和競爭都造成了利益傷害。而谷歌則反駁說，這是出於用戶體驗和用戶滿意度而做的改變。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我們可以看到，谷歌在每一項起訴後都有一套可以辯駁的說辭，看樣子勢必要跟美國司法部門死磕到底。谷歌的核心論點就是，其所在的每一個領域都是存在競爭的，其壟斷地位是通過競爭獲得的，其在行業競爭過程中，並沒有排除異己，壓制競爭對手，也沒有依靠自己的壟斷地位來獲取超額利潤，反而通過規模效應降低了交易成本。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但對於美國政府來說，你在各自領域的絕對佔有率以及自我監管的身份，就不能排除其濫用壟斷支配地位去進行反競爭的操作。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"那麼，這場各說各話的較量中，到底誰更講道理呢？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"欲給谷歌“定罪”，先要對其“開刀”？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以上訴訟的一個核心焦點就是：谷歌有沒有利用其壟斷地位，產生了反競爭的結果，最終導致社會交易成本上升，損害消費者利益，妨礙競爭創新，阻礙新商業模式的誕生？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從政府所提出的論點來說，主要基於谷歌在各領域所處的壟斷地位和所奉行的“壟斷”原則，但就此判定谷歌造成了反競爭的後果，其實是難以證實的。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以谷歌捆綁分銷渠道爲例。雖然谷歌花費巨資讓蘋果和安卓渠道都默認首選谷歌搜索，但是並沒有限制用戶不能用其他搜索，只是需要多一步選擇操作而已。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因此谷歌完全可以將原因歸結於是用戶主動選擇了我們的搜索引擎。“爲什麼選我們呢？還不是我們谷歌搜索質量高嗎？”這一定是谷歌的內心戲。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/20/20f4cefe3ad353d3e6c9fa80020ce5eb.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但究竟是谷歌好用，還是因爲用戶懶得去重新選擇一個搜索引擎，難道以做產品爲傲的谷歌心理沒有數嗎？不然，爲什麼每年要花費數十億買這個默認搜索的位置呢？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"關於谷歌的廣告交易工具的壟斷問題。首先其壟斷地位是毋庸置疑的，但問題是谷歌的這套交易系統是否增加了廣告主的投放費用，也最終轉嫁給消費者買單，這其實是非常難以證實的，反而谷歌可以舉出一大把例子來證明自己降低了廣告交易成本，提高了企業的廣告送達準確度，爲企業帶來了更多的營收。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent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test”的方式來驗證，到底是充分展示這些平臺的搜索內容所獲得的用戶點擊轉化多，還是經過谷歌的嚴格篩選後給出的內容的點擊轉化多。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"用結果說話，才能真正“告倒”谷歌。但事實上，沒有十足的法律依據，在法院判決下來之前，起訴機構根本沒有辦法動谷歌的任何業務，除非谷歌願意主動配合接受這些“自證其罪”的調查。顯然傻子纔會這樣做，而這些訴訟又將陷入漫長的爭論中。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"限制谷歌壟斷地位後，美國互聯網會更加繁榮嗎？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"上一次，美國互聯網產業的繁榮，還是在對微軟進行反壟斷訴訟之後。但是對於微軟的反壟斷限制，是造成此後谷歌、亞馬遜、Facebook、Twitter等一系列互聯網產品崛起的原因嗎？還是僅僅只是時間上的巧合？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/15/156d6655cb04eb514ebfbc14d65de3be.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"客觀來說，對微軟的長期調查和訴訟，最終雖然沒有拆分了微軟，但仍然對其有巨大的震懾作用，至少微軟不敢在自己的瀏覽器上限制谷歌搜索等平臺的崛起。如果微軟當時要扼殺谷歌，自己做搜索，也並非不可能，但出於忌憚反壟斷調查，微軟還是放縱了谷歌小弟的長大，當時谷歌嘴裏的那個“Evil”，如果有個實指，那一定就是微軟。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但是微軟也好、雅虎也好，這些曾經的巨頭也並不能抓住一切新機會，無論是自己做社交、做搜索，都沒有阻攔這些新興巨頭的崛起。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如今，美國政府再度制裁今天的這些互聯網巨頭，就能迎來美國互聯網的再度繁榮創新嗎？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我的答案是應該不能。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"還是說回谷歌，谷歌所涉獵的互聯網領域，比如搜索、瀏覽器、地圖等都有着天然的壟斷特徵，就是這些入口級產品都會形成“網絡效應”，使用的人越多就越好用，因爲數據量越大，平臺的分析、匹配能力也就越強。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因此，哪怕最後將谷歌進行分拆，分拆後的某一家也會因爲自由競爭而最終做大，再次佔領絕大多數市場，分走絕大多數利潤。互聯網產業的馬太效應非常明顯。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在互聯網領域，由於用戶紅利早已消失，無論如何拆分或者限制谷歌或其他互聯網公司，也難以再復現當年各種創新應用的繁榮盛景了。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今年疫情的關係，這些互聯網公司的體量和管理層的財富出現了驚人的增長。從這個側面也可以看出這些企業仍然具有非常強的生命力和增長空間。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對於美國的創新產業來說，這些巨頭公司本身就起着孵化器或者本身就是創新者的角色。目前谷歌在人工智能、無人駕駛等領域也保持着領先的優勢。即使拆分了谷歌，在線廣告的利潤分攤給其他興起的平臺，但對於互聯網整體創新可能並無多少助力，反而因爲巨頭的淪陷而陷入無法進行重大創新投入的窘境。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/99/998aa0897c4087cdb40c525ab0ef63ce.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對於美國政府來說，按照他們的想象，最不能忍受的就是治理環境中出現這種自己搞不懂的龐然大物，谷歌、蘋果、亞馬遜、Facebook等就是這樣的龐然大物。雖然這些巨頭在政治、經濟、輿論等各種層面發揮着舉足輕重的作用，但是他們仍然想試着撼動一下這些企業的根基，讓其爲未來的新型科技產業，騰挪出生存空間。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"只不過，從目前的訴訟來看，美國政府可以使用的手段並不豐富，這場反壟斷的戰役可能要持續很久，但最終並不能改變什麼。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origi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