> consumers who are forced to pay There were many other search engines at one point. Consumers en masse decided to favor Google. Same for email or map or brows

> consumers who are forced to pay There were many other search engines at one point. Consumers en masse decided to favor Google. Same for email or map or browser providers. Google just has better products from the lens of an average Joe. Same with smartphones - plethora of choice and yet people are willing to pay through their noses to get iPhones.