Many reasons come to mind. Here is one: When one entity controls the web and you run a web based business, then you have to live in constant fear that they wil

Many reasons come to mind. Here is one: When one entity controls the web and you run a web based business, then you have to live in constant fear that they will destroy it. By accident or by malice. One example how this is already happening is AMP. Google says "Give us your content or we will send people interested in it to your competitors instead". And they get away with it.