'I also think that if your entire business relies on the rankings of an algorithm of a third party company, you are doomed anyway.* What you say makes sense bu

'I also think that if your entire business relies on the rankings of an algorithm of a third party company, you are doomed anyway.* What you say makes sense but especially a startup can very easily go under. It doesn't take much for Google /MS /Apple etc to kill them and that results in less competition /innovation. Google loves the fact that 70% of search traffic passes through them, but with that come responsibilities according to the law. It's not an ideal comparison but what if the power company said, I don't want your money, no power for you? Or the TV station with 70% market share that owns a competing business to turn you down for a legit advertising?