It's a barrier for any search engine and Google knows it. Google is the only participant who doesn't have to pay and they're leveraging their 90% of the market

It's a barrier for any search engine and Google knows it. Google is the only participant who doesn't have to pay and they're leveraging their 90% of the market share (about the same IE had 15 years ago) to squeeze the others. My question still stands and (downvotes and the "small screen" non-issue aside) nobody is able to explain why Google should get a different treatment from Microsoft given the similar position.