A single ontology would level the search/structured-web playing field. Right now Google has a huge advantage because they leverage their ML/NN knowledge and fun

A single ontology would level the search/structured-web playing field. Right now Google has a huge advantage because they leverage their ML/NN knowledge and funding to "extract" structured information from the unstructured web. New players just can't do that without a lot of time & funding, which wouldn't be the case if a lot of the data was in a structured and agreed-upon format/schema.