That road analogy fails pretty quickly. If we wanted to follow that direction then it would like owning a home where there are 20 roads directly in front of you

That road analogy fails pretty quickly. If we wanted to follow that direction then it would like owning a home where there are 20 roads directly in front of your house and you can choose any one of them but you keep choosing Apple/Amazon/Facebook/Google For example I just moved and had to buy lots of stuff. I ordered from Macy's, Walmart, Target, Wayfair, and Amazon. It's trivial to use Bing or Ducduckgo over Google. When a search engine starts doing better for me I'll switch. As for Facebook, plenty of people using other services to stay connected