In fields where thousands of possibilities have to be examined, such as the search for genes that contribute to a particular disease, many seemingly meaningful results are bound to be wrong just by chance.
The plan is to keep gobbling up old shallow fields, using new technology to get more oil and gas out of them, all the while drilling deeper in searchof the motherlode.
If maps and search and social all become highly competitive fields with multiple possible suppliers then we would assume that the profits of the suppliers will be competed away.