Despite being unlikely due to their capitalistic nature of profit maximizing enterprises, driven by activistic hedge funds, small and big investors looking for highest return, Google and Facebook may sacrifice some current cash cows for long-term domination/ profits. Facing regulation and changing user behavior, they might e.g. open source their data pools and e.g. generate new revenues from service business by for example helping to curate data sets for non-tech companies in an easy way, i.e. replacing some of the current new Ad Tech players.