On some small company websites, between organic search and AdWords, Google can drive 70% or more of total traffic. If they are running an AdWords campaign, Google knows which keywords the company thinks are important and how highly the company values each term (through its bids) as well as which keywords are really effective. Through Analytics, it knows how much traffic the company's website gets, where the traffic comes from, which pages get visited most frequently, and who is visiting those pages. Taleb's lesson for us from this: don't be a turkey. Err, advertisers.