I have studied the past yearly rapport of Alphabet inc (google), Their buseniss model is based mostly on advertisement. About 90% income is through that and they are expecting massive growth in this field.
The expectation of growth is not because they think they will get more users. But the way they are paid are Pay Per view (PPV) and Pay per click (PPC). When data analyse algorithms get better, they can market
their visitors better so they will click more on adds.

If Datum can prevent this it would be HUGE! Even if they can take some power away from google in this situation its already a win.