Else, there was no need for any hesitation on acting on a set of recommendations from the ACCC's digital platforms inquiry, which, to be true, are more milk and water than sulphuric acid.
The head of the Australian Competition and Consumer Commission, Rod Sims, is a bureaucrat at heart and this is reflected in his recommendations, which are all geared towards not upsetting anybody's applecart.
The analogy that comes to mind is that of someone who sits down to write a review of things after being fully aware that a daylight robbery is in progress.
And the moment one country showed the necessary enterprise to impose fines on the tech companies — France passed a law for a 3% tax that would net it about €500 million — the US said it would consider imposing tariffs on Paris.
US trade representative Robert Lighthizer said at the time an inquiry would "determine whether it is discriminatory or unreasonable and burdens or restricts United States commerce".
A couple of days ago, the US said it would be undertaking an anti-trust inquiry into big tech – but then given past actions, one knows exactly what to expect.
Over many years, what has emerged is that the only person who has the cojones to take on the big technology companies is Margrethe Vestager, the European Union's competition commissioner.
Any Australian company that expects the government to act in a way that would make a serious difference is wasting its time. News Limited has been the most vociferous when it comes to criticising the digital giants, but then its criticisms are watered down by the fact that they are often done to further its own business interests.
But the fact of the matter is that journalism is on its last legs and if the authorities wait too long, then even oxygen would be of no use in resuscitating it.