> The thread started by someone saying switching costs are zero.
And as discussion continued, it was asked what the transition costs are for advertisers. He who answered that question clearly claimed it was also zero. This "someone said something about search users earlier", while technically true, is unrelated to anything being talked about here.
In danielmarkbruce speak: Actually read the comments. Whatever it is that you missed is leaving you horribly confused.
Debate is for maladjusted high school students. All we have here is laughing at he who thought that there are no costs to transition from using Google's ad service to something else, and continuing to laugh at the doubling down on the out-to-lunchery that followed.
Actually read the case. Maybe start with the conclusion. Surely at some point you get tired of just making stuff up.