Yes, but imagine what could have happened if Google had gone all-in on cloud instead of social in 2011. Instead of seeing some lackluster earnings from a still totally dominated-by-ads-revenue Google, we would have seen a roaring revenue engine fuelled by cloud growth. TBH that was really Google's market to win because they had all the infrastructure to do it in 2011, but didn't want to expand in cloud because it was perceived as low-profit-margin compared to ads.