Google acquires DoubleClick for $3.1 billion : 10 comments about it.

I’ve browsed the blogosphere and the web to read the comments about this acquisition. Here is the synthesis of what i have found so far.
1. High valuation : x10 – revenues are $300 million for a mature company
2. The 2 private equity firms, Hellman & Friedman and JMI Equity, which took DoubleClick private for $1.1 billion in 2005 did make a lot of money.
3. Microsoft did not get it and it’s worth a lot of money to Google
4. It’s twice the size of the YouTube acquisition : $1.65 billion
5. Google is buying DoubleClick’s business relationships to grap a bigger pie of the ad market.
6. Bill writes: « The combination of Google and DoubleClick will offer superior tools for targeting, serving and analyzing online ads of all types ».
7. Online publishers have concerns about a monopoly.
8. It seems Google is as much in the advertising business than in the search industry.
9. We now know what’s up with DoubleClick’s Google AdWords-like ads.

Question : Is Google the new boss in town?