It's true! Not only does Google net 100% of every new ad dollar that gets spent on search, it also is taking a significant chunk of money from Yahoo and Microsoft's search engines, according to SEO firm Efficient Frontier.

As my colleague Paul Boutin at Valleywag points out, "that means more and more Internet ad revenue will be routed to a single company that gets 98 percent of its income from ads. What could go wrong?"