Their product has been in steep decline for the last couple of years, and recent updates mean it is likely to just get worse. If you look at their earnings, they've increased every year for ages; they're trying to squeeze the lemon as hard as they can and it's destroying their product. Deep entrenchment doesn't mean they'll be around forever. Just look at CILTEP ingredients. You might get good results if you hold for a year or two, but I'm much more long-term focused so I'm staying away from Google.