The main problem is the ROI they get on advertising, by being as large as they are and as inquisitive (anti-privacy) as they are they command a huge ROI per sea

The main problem is the ROI they get on advertising, by being as large as they are and as inquisitive (anti-privacy) as they are they command a huge ROI per search, to the point where anyone not as large or more private cannot compete. Smaller engines cannot compete because they have less advertisers, less private engines cannot compete because they're not second guessing your next move. Case in point paying Apple many billions a year to be the default search engine. Who else can do that? Google should list alternative search engines in their search results. They're the best in the world at search but haven't earned that right in perpetuity. Surely the world's information deserves a more middle ground (and privacy)