CNBC revealed Friday that no less than 50 sate attorneys general have been investigating Google's business practices as part of a months long probe alongside a parallel DOJ effort, and momentum is gaining toward a looming major antitrust lawsuit against the internet giant.

Leading the probe among the states is Texas Attorney General Ken Paxton, who did not comment in Friday's CNBC report. Google, however, did respond, with a Google spokesperson rebutting with, "The facts are clear, our digital advertising products compete across a crowded industry with hundreds of rivals and technologies, and have helped lower costs for advertisers and consumers."

President Trump has lately put big tech in the spotlight over allegations of targeted censorship of conservative content, lately signing an executive order which seeks to reduce liability protections of major internet companies like Twitter, Facebook, and Google.

Independent and alternative voices have also long complained of being demonetized or unfairly targeted for analysis and commentary falling outside of accepted 'groupthink'. 

It remains that the bulk of Google's some $161 billion in revenue comes via ad sales, with a far smaller amount coming through products the tech giant and its parent company Alphabet Inc. are traditionally known for: software and technology.