The Problem of Search Engines As Essential Facilities (Geoffrey A. Manne)

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THE NEXT DIGITAL DECADE

ESSAYS ON THE FUTURE OF THE INTERNET

Edited by Berin Szoka & Adam Marcus


!

THE NEXT DIGITAL DECADE


ESSAYS ON THE FUTURE OF THE INTERNET
!
Edited by Berin Szoka & Adam Marcus
!
NextDigitalDecade.com

TechFreedom
techfreedom.org
Washington, D.C.

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THE NEXT DIGITAL DECADE: ESSAYS ON THE FUTURE OF THE INTERNET 419

The Problem of Search Engines


as Essential Facilities: An
Economic & Legal Assessment
By Geoffrey A. Manne*
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420 CHAPTER 7: IS SEARCH NOW AN “ESSENTIAL FACILITY?”

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The Basic Law & Economics


of Essential Facilities
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THE NEXT DIGITAL DECADE: ESSAYS ON THE FUTURE OF THE INTERNET 421

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422 CHAPTER 7: IS SEARCH NOW AN “ESSENTIAL FACILITY?”

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THE NEXT DIGITAL DECADE: ESSAYS ON THE FUTURE OF THE INTERNET 423

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The Basic Economics of Internet Search


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424 CHAPTER 7: IS SEARCH NOW AN “ESSENTIAL FACILITY?”

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THE NEXT DIGITAL DECADE: ESSAYS ON THE FUTURE OF THE INTERNET 425

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426 CHAPTER 7: IS SEARCH NOW AN “ESSENTIAL FACILITY?”

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THE NEXT DIGITAL DECADE: ESSAYS ON THE FUTURE OF THE INTERNET 427

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428 CHAPTER 7: IS SEARCH NOW AN “ESSENTIAL FACILITY?”

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432 CHAPTER 7: IS SEARCH NOW AN “ESSENTIAL FACILITY?”

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THE NEXT DIGITAL DECADE: ESSAYS ON THE FUTURE OF THE INTERNET 433

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