http://news.sky.com/story/1628088/googles-130m-deal-with-taxman-derisory Can we expect a backlash? AdSense CPC has dropped off the charts. I think Google uses "smart pricing" as an excuse to scam its publishers. I'm pretty positive they know what your RPM is going to be before the day happens... When my CTR increases a little my CPC mysteriously drops a little to compensate. I've used AdSense as my #1 income for over 2 years now and it's an almost unmistakable correlation. Had a great RPM today? Expect a low earning day tomorrow to compensate for your good fortune on that day. All the time almost without fail over the years I have used it. I do think this is an unscrupulous company that hides behind a facade of supposed morals, as do almost all of the employees and not just the company as a whole. When employees discuss their algos etc. they're almost always trying to make out like its some saintly entity that "punishes the spammers", but then wipes the f*ck out of random white hat sites too as collateral damage.