The Google Capital Company – Stratechery by Ben Thompson

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Electric Cars and Meta Subs<br>Dithering | Jun 1

Electric Cars and Meta Subs

The Google Capital Company

Tuesday, June 2, 2026

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What does the most beautiful business model of all time look like?

First, imagine that your supply is free. Second, imagine that your customers willfully compete against each other to raise your prices. Third, imagine that your users decide which of your customers gets the privilege of paying you. All you have to do is build a bit of infrastructure to make it all happen, pay a nominal bit of depreciation on that infrastructure, and make billions of dollars on some of the greatest margins in the history of business.

I am, of course, describing Google, a company so good that Warren Buffett, the legendary investor, could never quite bring himself to invest in it. Buffett explained in the 2017 Berkshire Hathaway annual meeting:

We were their customer very early on with GEICO, for example, and we saw — these figures are way out of date — but as I remember, we were paying them $10 or $11 a click, or something like that. And any time you’re paying somebody $10 or $11 bucks every time somebody just punches a little thing where you got no cost at all, you know, that’s a good business unless somebody’s going to take it away from you. And so we were close up seeing the impact of that…But, you know, you’ve almost never seen a business like it.

One of the characteristics of an Aggregator like Google is the way in which they maximize absolute value at the expense of relative value. For supply — i.e. content on the web — Google dramatically increases the number of visitors, even as the value of any one visitor who comes from Google is worth much less than a visitor who visits directly; for an advertiser, the value of one click makes up for thousands of impressions of an ad that make no difference; for a user, Google helps them discover what they are looking for amidst the overwhelming abundance that is downstream from distribution being free. In every case the Aggregator increases quantity at the expense of relative quality, confident that the absolute amount of quality will be more in the long run.

What is interesting is that this is the exact inverse in terms of why these companies have been valued by investors. The best tech companies are "asset-light", predicated on maximizing zero marginal costs. Yes, they spend a lot of money on R&D and on the infrastructure to make markets happen, but they don’t actually participate in those markets; simply taking a skim and keeping the vast majority of that skim is what gets Wall Street excited. In other words, it was the relative amount of money made that was generally more important to the market than the absolute amount of money.

Berkshire Hathaway and Productive Capital

Berkshire Hathaway was, before Buffett acquired it, a failing textile business; Buffett originally invested because the stock was worth less than the liquidation value, and ended up owning it outright after a dispute with management. It was a decision he regretted; from the company’s 1989 letter to shareholders:

If you buy a stock at a sufficiently low price, there will usually be some hiccup in the fortunes of the business that gives you a chance to unload at a decent profit, even though the long-term performance of the business may be terrible…Time is the friend of the wonderful business, the enemy of the mediocre…

I could give you other personal examples of "bargain-purchase" folly but I’m sure you get the picture: It’s far better to buy a wonderful company at a fair price than a fair company at a wonderful price. Charlie understood this early; I was a slow learner. But now, when buying companies or common stocks, we look for first-class businesses accompanied by first-class managements.

One of the first-class businesses Berkshire Hathaway acquired was See’s Candies in 1972. Buffett explained in the 2007 shareholder letter:

We bought See’s for $25 million when its sales were $30 million and pre-tax earnings were less than $5 million. The capital then required to conduct the business was $8 million. (Modest seasonal debt was also needed for a few months each year.) Consequently, the company was earning 60% pre-tax on invested capital…

Last year See’s sales were $383 million, and pre-tax profits were $82 million. The capital now required to run the business is $40 million. This means we have had to reinvest only $32 million since 1972 to handle the modest physical growth – and somewhat immodest financial growth – of the business. In the meantime pre-tax earnings have totaled $1.35 billion. All of that, except for the $32 million, has been sent to Berkshire (or, in the early years, to...