It’s obviously fairly difficult to work out exactly how much of the internet and the traffic across it any one company is responsible for. We can’t just look at who is paying for traffic as there are so many people with their own fibre infrastructures and thus that traffic doesn’t come out into the open marketplace. We also cannot just tot up the basic services on offer for there’s a large amount of traffic that’s nothing at all to do with our behaviour as consumers. In the case of , as an example, we’ve no idea how much of the traffic is of their robots actually scouring the web for example.
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