There's a clear difference between what Bing and Google are doing. Please don't mistake the facts: 1. The EC is not asking Google to make their user experience

There's a clear difference between what Bing and Google are doing. Please don't mistake the facts: 1. The EC is not asking Google to make their user experience worse. 2. The EC does not have a problem with sponsored search results. Google's user experience is the generic algorithm that determines what is the most relevant result. Google deliberately did not subject its own comparison shopping service to that algorithm while subjecting competitors' to it. Furthermore, Google took the FIRST result position. Why would they do this if they have the best user experience and it should come up first anyways? Contrast with Bing, when I search for "baseball bat": The first 3 results above the fold are organic unpaid SERPs. (Nothing from Bing in the top three spots.) And their shopping ads are displayed to the right of the organic search results. If Google would've treated these products like ads, then the EC wouldn't have had a problem. But they didn't. And they have a dominant share of the general internet search market. Google deliberately tried to exploit its market dominance to enter into another market in which it was not competitive. There's nothing scary about this fine.