It's not fair competition for companies that aren't already internet giants. Google would have you believe all the information they collect about you is just to improve your experience online too. It may be true, but is it the whole truth? I can't help but be skeptical of them. If knowledge/information is power, we're giving them a lot of power. I'd sooner trust MS.
While it may be the case that edge caching may benefit large content providers like Google over smaller ones, it should be remembered that WSJ definitely has a dog in this race, representing the interests, as it does, of the large carriers who are opposed to net neutrality because the latter would interfere with their ability to make even larger profits from their oligopoly....
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