IMO, the services should just not buy the ads for their own name. It might hurt their bottom line a bit, but doing this makes the search engine shittier for the

IMO, the services should just not buy the ads for their own name. It might hurt their bottom line a bit, but doing this makes the search engine shittier for the users who know what they want to see. User input/frustration will eventually lead them toward alternative search engines, or provide enough feedback to Google/Bing/etc to make them disable registered service name or company names from being used as ad terms. I've been using Neeva for a while now. It's ad-free and (for me, anyway) on par with Google. I have one premium account ($5/month) and one free account (used for work) and have had no issues with either. By default, searches aren't saved, although enabling it can lead to better personalized searches. Kagi's one I've heard great things about as well, although I'm not a fan of a business model that allows me to pay for X searches before hitting a barrier that prevents further use of the platform (theirs is 200 searches a month for $5, which seems way too low based on my use cases). In any case, users will force the change, not any government or corporate pressure. Businesses' best chance of fighting it is to refuse to play along.