Google's Rivals Worried About Acquisition of Double Click

It seems as if Google joined the list of suitors to acquire DoubleClick, for more than just driving up the price there competitor Microsoft would pay. They joined the group with intentions to acquire the company itself, and that they did, announcing last Friday that they have purchased the online advertising company for 3.1 billion dollars. This price well exceeded the anticipated sale of the company by over 1 billion dollars. As soon as the deal was announced, Google's Internet and media rivals alike urged regulators to scrutinize the 3.1 billion dollar deal. By securing Double Click, Google as secured its top spot as the leading advertising business on the Internet. The purchase has also raised the question of Google as an Internet advertising monopoly among the companies which it competes with.
In my personal opinion, this is simply as case of the rich getting richer. Goolge has been on a roll for a while know, and it doesn't look like they are slowing down anytime soon. It is ironic that the first corporation to criticize Google, was Microsoft, who has been the target of much criticism throughout the years. They are beginning to fear the worst, as Google the already dominant player in Internet advertising, could be a monopoly in the making. If something or someone doesn't step in, one day Google's rivals could find themselves working for Google.