How is there not a market just because you didn't pay with money? You pay with your personal data and your attention to ads. Not that this would be in any way

How is there not a market just because you didn't pay with money? You pay with your personal data and your attention to ads. Not that this would be in any way relevant. Whether you call it "market share" or "user share" or whatever, fact is that Google has a lot of it and can abuse that. And no, search is supposed to be a level playing field. If something is an ad, then you are required by law to inform your users about that.