The Struggles and Triumphs of Foundem : A Detailed Breakdown of English Grammar, Vocabulary and Phrases

Launch days can be a mix of excitement and anxiety for start-up founders, but for Shivaun and Adam Raff, June 2006 marked the beginning of a difficult journey. Their price comparison website, Foundem, had just gone live, but they were unaware that this day would lead to their company's downfall.

Shortly after launch, Foundem faced a significant setback: Google’s automatic spam filters penalized the site, drastically lowering its visibility in search results for key terms like "price comparison." As a result, Foundem struggled to attract customers and generate revenue.

"We noticed our rankings plummet almost instantly," Adam recalled. The couple initially thought this was a simple error and hoped to resolve it with Google. "We assumed we could get this overturned," Shivaun said. However, despite multiple requests for reinstatement over two years, they received no response.

While their site performed well on other search engines, it didn't matter much, as Shivaun pointed out: "Everyone's using Google." The Raffs soon discovered that many other websites faced similar challenges, leading to a collective legal battle against Google.

Adam, who had a background in supercomputing, conceptualized Foundem while contemplating the potential of price comparison services. Unlike other platforms that focused on single product categories, Foundem aimed to provide a comprehensive comparison across various items.

In 2017, the European Commission ruled that Google had unlawfully favored its own comparison shopping service over competitors, resulting in a record €2.4 billion fine. This judgment came after years of advocacy by the Raffs and others affected.

Their suspicions of Google’s unfair practices grew in late 2008, when Foundem experienced a surge in traffic after being recognized by Channel 5's The Gadget Show. They reached out to Google for support but were met with indifference, prompting them to escalate their efforts.

The couple took their case to various regulators in the UK, US, and Brussels, eventually sparking a major antitrust investigation by the European Commission in 2010. During a pivotal meeting, regulators expressed concern that others had not come forward, to which the Raffs responded that many feared retaliation from Google.

In September 2024, the European Court of Justice upheld the Commission’s findings, but the Raffs’ fight is not over. They are pursuing civil damages against Google, with a court date set for 2026. Although they faced significant challenges, including the closure of Foundem in 2016, the couple remains committed to holding Google accountable for its practices.

As they reflect on their lengthy battle, Adam admits, "If we had known it would take this long, we might have made a different choice." Nonetheless, the Raffs continue to advocate for fair competition in the digital marketplace.

Understanding Key Terms

Anxiety refers to a feeling of worry, nervousness, or unease about something with an uncertain outcome.

Unaware means not having knowledge or awareness of something; being oblivious or uninformed about a situation, fact, or event.

Downfall refers to a loss of power, wealth, or status, often leading to a decline or ruin. For example, "The corruption scandal led to the politician's eventual downfall."

Summary

Launch days can be both exciting and worrisome for start-up founders. For Shivaun and Adam Raff, June 2006 marked the start of a challenging journey when their price comparison website, Foundem, went live. They were uninformed that this day would ultimately lead to the company's loss of power or status.

Shortly after its launch, Foundem faced a major setback when Google’s spam filters penalized the site, severely reducing its visibility in search results for key terms like "price comparison."

Setback refers to a reversal or a hindrance in progress or achievement. It can describe a situation where something doesn't go as planned, causing delays or difficulties in reaching a goal. Setbacks can occur in various contexts, such as personal, professional, or project-related situations. For example, "The project faced a major setback due to unexpected budget cuts."

Spam typically refers to unsolicited or irrelevant messages sent over the internet, often in bulk. This can include unwanted emails, promotional content, or repetitive posts in online forums and social media.

Penalized means to be subjected to a penalty or punishment for a violation of rules, laws, or standards. For example, "The company was penalized for violating environmental regulations."

Drastically means in a way that is severe, extreme, or radical. It describes actions or changes that have a significant impact or that alter a situation dramatically, often in a negative or unexpected manner.

Summary

Shortly after its launch, Foundem faced a major hindrance when Google’s spam filters punished the site, severely reducing its visibility in search results for key terms like "price comparison."

Plummet means to fall or drop straight down at high speed. It can also refer to a sudden and steep decrease, such as in prices, levels, or popularity. For example, "Temperatures are expected to plummet overnight, so be sure to dress warmly."

Recalled means to bring something back or to remember something.

Overturned means to reverse or change a previous decision, position, or condition. For example, "After a thorough review, the committee overturned the previous policy on employee conduct."

Reinstatement means restoring someone or something to a previous position, condition, or status after it was removed or suspended. For example, "The employee's reinstatement after the investigation was welcomed by his colleagues."

Summary

Adam and Shivaun noticed their rankings drop immediately and initially thought it was an error they could resolve with Google. However, despite making multiple requests for restoring the services for over two years, they received no response.

Adam, who had a background in supercomputing, conceptualized Foundem while contemplating the potential of price comparison services.

Contemplating means thinking deeply or considering something carefully. It often involves reflecting on a decision, idea, or action. For example, "He is contemplating whether to move to a new city for a job opportunity."

Summary

Adam, with a background in supercomputing, came up with the idea for Foundem while considering the possibilities of price comparison services.

Unlawfully means doing something in a way that is illegal or against the law.

Advocacy is the act of supporting, promoting, or arguing in favor of a cause, idea, or group. It involves efforts to bring attention to an issue and encourage change. For example, "Her advocacy for mental health awareness has inspired many people to seek help."

Summary

In 2017, the European Commission ruled that Google had illegally favored its own comparison shopping service, leading to a record €2.4 billion fine. This decision came after years of support by the Raffs and others impacted by the issue.

During a pivotal meeting, regulators expressed concern that others had not come forward, to which the Raffs responded that many feared retaliation from Google.

Pivotal meeting refers to a crucial or significant gathering that has the potential to greatly influence or change the outcome of a situation, project, or decision.

Retaliation refers to the act of responding to an injury, insult, or wrongdoing with a counteraction, often as a form of revenge or reprisal. It can occur in various contexts, such as personal disputes, workplace situations, or international relations. For example, "The employee faced retaliation for reporting safety violations," meaning the employee experienced negative consequences for speaking out.

Feared is the past tense of "fear," meaning to have a strong feeling of anxiety or apprehension about something.

Summary

During a crucial meeting, regulators raised concerns about the lack of individuals coming forward, and the Raffs explained that many were afraid of negative consequences from Google.

In September 2024, the European Court of Justice upheld the Commission’s findings, but the Raffs’ fight is not over.

Upheld means to maintain or support a decision, ruling, or principle, especially in a legal context. When a higher authority confirms or supports a previous decision, it is said to be upheld. For example, "The court upheld the original verdict," means the court agreed with and maintained the earlier decision.

Summary

In September 2024, the European Court of Justice supported the Commission’s findings, but the Raffs’ fight is not over.

The sentence "If we had known it would take this long, we might have made a different choice" illustrates a conditional structure, specifically the third conditional, which is used to express hypothetical situations that did not happen in the past and their imagined consequences.

Breakdown of the Grammar Rule

1. Conditional Clause ("If we had known..."): This part is in the past perfect tense ("had known"), indicating that the condition relates to an event that did not occur in the past.

2. Main Clause ("we might have made a different choice"): This part uses "might have" followed by the past participle ("made"). This structure indicates a possible outcome or possibility that could have happened if the condition had been met.

Nonetheless means in spite of that or nevertheless. It is used to indicate that something is true or valid despite what has been said or done previously. For example, "The weather was bad; nonetheless, we decided to go hiking," meaning that even though the weather was unfavorable, they still chose to go hiking.

Summary

Despite Adam's admission about potentially making a different choice if they had known the outcome, the Raffs are still advocating for fair competition in the digital marketplace.