After a decade of growth and rampant success, some say big tech had got too big.

Shareholders, now preferring profitability versus growth, baulked last year when they saw how much money these companies had been spending on projects which were unlikely to be profitable in the short term.

Big tech faces the biggest test in a long while: if they can keep growing at that scale without growing their cost base considerably and can still innovate profitably.

They've barely passed for now, but the second test is already around the corner and could be even bigger than the first one.