2014 is the year for paid search, there has never been this amount of money in paid search. By 2018, paid search is forecasted to go down 32%. The decrease is due to rapid digital development that changes consumer behavior, spurring more digital development. It is the same digital development we saw in 2002 when paid search came into its own and in a mere 18 months dominated everything. It caused SEM providers to keep their clients happy, there were high churn rates and Google started changing its algorithms. Even devices are going to change going forward. How many desktop machines do you think will be purchased in 2018? There are rapid changes happening everywhere and it is going to change the face of paid search and the money associated with it. That doesn't mean that Google is going to lose money, they know that the money is going to increase in digital services. SEO during this same time period will go up by 52%. It's not that the sky is falling, the sky color is changing a bit due to the way people are consuming data.