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> Google's not #1 because it's orders of magnitude better than anything else That was the assumption in the OP article – at least, that it was better than comp

• input_sh 4y ago
  It's still better than everything else in my opinion. I use DDG by default, but sometimes have to revert back to Google. But those are rare enough that it's not signifanctly better than anything else. Something better will come eventually, but it'll be a very uphill battle. Enthusiasts will use it (myself included), most other people will not. TikTok is the only example I can think of of something succeeding in the past decade that's not from a company that also offers like a million other products. That's the power of having a monopoly. If it gets regulated a bit (example: you get a prompt to choose your default search engine when you first open a browser), Google/Apple/Microsoft/Amazon might lose a dominant position in a category or two, but they have a dominant position in so many other categories that it'll mean nothing to them. The only possible solution is regulating them hard, forcing each of those to dissolve into a dozen smaller companies and preventing them from buying up the competition even further. Then and only then will startups have a shot at snatching up a significant number of categories to really endanger what we now know as the Big Four.