There's a network effect too in that by being the search monopoly gives Google several advantages: 1) They have free data about what most users want (i.e. clic

There's a network effect too in that by being the search monopoly gives Google several advantages: 1) They have free data about what most users want (i.e. click on) 2) Websites fight for being indexed by Google, but crawlers other than Google basically have to fight to access websites