Different approach to business.
For Amazon, the product is the product.
For Google, the user is the product.
And, as others noted, how long will Google pursue this? It is definitely not a core competency, or business line.
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for Amazon, the user is also the product. everything is a product to Amazon.
they have a flourishing advertising business and have extremely valuable and actionable data on all of their users.
Eh, the user is a product on Amazon too. That's why it's nigh-impossible to close an Amazon.com account.