Scott Cleland points to the antitrust implications of Google's ICANN application process for more than 100 top-level domain names. He explains why the word "monopoly" rolls off his tongue when talking about the additional power of controlling the allocation of new keyword domain names that Google would index for publishers, rank for users, and monetize for advertisers. What are the antitrust implications? Cleland tells us. It begins with Google's ability to convince companies to redesign their Web site's architecture based on optimization techniques, but it doesn't stop there, he writes.