The “I’m feeling lucky” button costs Google US$110 million per year, as it bypasses all ads.
Google’s “I’m Feeling Lucky” button, which takes the user directly to the #1 result for a particular search phrase, costs the company $110 million per year in lost revenues because the button bypasses all sponsored results (and is used in 1% of all searches). Ironically, people still don’t know what it is.