By "they" I meant Google - instead of embedding just their own services in the SERP. I guess it could be a marketplace made by the industry as a whole or regul

By "they" I meant Google - instead of embedding just their own services in the SERP. I guess it could be a marketplace made by the industry as a whole or regulated by government. But yes, you’re right this needs thought. Developing good regulations is a skill. It happens all over the world in all industries - we need to encourage it to be done well and to iterate and copy practices that work well.