True, but that misses the bigger picture of what these tech giants are doing. It also fails to account for how difficult it is to switch to something else once

True, but that misses the bigger picture of what these tech giants are doing. It also fails to account for how difficult it is to switch to something else once something has become entrenched. You could switch, but the answer is that you likely won't and the reason you won't isn't necessarily because the product is "better". One of the article's central ideas is that entrenchment can breed more entrenchment that hurts the common good. You might get a better overall search engine, but that search engine is bound up with power that goes beyond search.