More ad competition doesn't mean lower ad fees, since the success of another search platform would depend more on the number of users, not the price of the ad.

More ad competition doesn't mean lower ad fees, since the success of another search platform would depend more on the number of users, not the price of the ad. Suggesting lower ad fees somehow benefits users is a huge stretch. The success of the other Google offerings is due more to the benefits of network effects, you'd need more than a decrease in Google ad subsidies to be competitive.