You hit the nail on the head, if they were just "more alphabets in the soup", people wouldn't have much leg to stand on; but because the internet has no analog

You hit the nail on the head, if they were just "more alphabets in the soup", people wouldn't have much leg to stand on; but because the internet has no analog to the actual PUBLIC square, when you have 1-3 companies that control access to what 95% of the internet sees, you have a problem - because there's no alternative and no public square on which to register your complaint.