google had it coming. For years, they decided that some were not just worth it and did not allow adsense but granted freely to some who were downright spammers and thieves. Now that steemit has been around and paying well to those who are dedicated, both fb and google feel threatened. This probably led to the idea of ad ban. There are other search engines too...
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Change is inevitable, no one in the technology space can claim to be on top forever. Its witnessed the top ones have come down eventually with upgrades so everyone needs to be prepared for it :-)