Google pursued a strategy of horizontal integration and has bought hundreds of small software companies to become the dominant online advertising company and a major software provider for PCs and mobile computing devices. Google has been accused of using its monopoly power to overcome or undermine its rivals, such as Yahoo! And perhaps Groupon, and in 2011, it was under investigation by the FTC. Google's managers have responded that online advertising costs have actually fallen because its search engine technology allows it to better target customers. In addition, it has given many products away for free such as its Chrome Web browser and Android software, and dramatically improved other online offerings. If you were on a committee charged with deciding whether Google has behaved in an unethical manner, what kind of criteria would you use to determine the outcome?