A popular saying in Silicon Valley is “grow fast or die.” If your company does not grow to an appropriate size at an appropriate speed, it only makes sense that it will be impossible to gain the foothold on the market for one’s technology, whatever that market may be. But how big is too big? When do you know that you need to slow down? These are questions Google must address in the wake of the European Union’s third antitrust ruling against the tech giant. With the last antitrust ruling bearing a heavy $5 billion USD fine, Google is being forced to turn inward and address prominent issues such as monopolizing certain markets (the market in question with the most recent case being browser and search applications). Google, in response to this issue, has met pressure from EU officials to encourage competition (even on its own platform) by “encouraging” the use of other browsers and search applications. Google’s effort in doing so, however, has been met with heavy criticism from said EU officials as being manipulative and not true in it efforts to encourage healthy competition to prevent monopolization. TechCrunch goes on to point out the irony in the fact that in order to access such third party browsers and search applications, a consumer must use the Google Play store. While this may ultimately prove the European Union officials’ point that Google has too firm a grasp on the markets, it does beg the question of how to know when to stop. Further, it brings into question why a company should stop. If the ultimate goal of a company is to generate a profit, and the company is doing so while maintaining a firm grip on the market, all the while providing consumers with a product that meets their standards, then is it really so wrong?