This is nothing to do with the users. The entire reason this has come up is because Google is allegedly using their monopoly to place their products above the p

This is nothing to do with the users. The entire reason this has come up is because Google is allegedly using their monopoly to place their products above the products of other companies. Users aren't locked in but website-owners/advertisers are. This is a problem they can't get away from, switching provider just isn't an option. Your NBA example doesn't really work because it's missing the abuse of power (not really sure how you could alter the analogy to fit). Talking of the App Store, if Apple had 90% of the marketshare and then started altering search results so that when you search for, say, "Microsoft Word" the first result is "Pages" instead, I'm sure the EU would have something to say about that, too. (I actually think that Apple is probably overall quite pleased that it doesn't have majority marketshare as it gives it a lot more flexibility.) By the way, I'm not saying I necessarily agree with breaking up Google but I can understand why the EU is considering this.