There's almost no search engine competition, so whether it's easy to switch is irrelevant because for the average user, there's no option to switch to. Echo/Si

There's almost no search engine competition, so whether it's easy to switch is irrelevant because for the average user, there's no option to switch to. Echo/Siri/Google assistant actually make it harder for people to switch, because the average user is not going to install google assistant on an echo device, which means they have to spend money and learn a new device in order to use a new assistant. So if in your future you're treating assistants as search engines, lock-in becomes worse. >If Google starts to make decisions that are bad for users Google has already made plenty of decisions that are bad for users, and they still have 90% market share because there's no meaningful competition. You're basically envisioning a dystopian future where facts are controlled by a small set of mega corporations.