I don't personally know anyone who hates Google, so perhaps the author exaggerates with "everyone hates Google". Also, I don't have a problem with "placed" ads

I don't personally know anyone who hates Google, so perhaps the author exaggerates with "everyone hates Google". Also, I don't have a problem with "placed" ads in my Google searches. I don't click on those links, but they don't interfere. I think what the author fails to understand is that everyone in the "personal assistant" game - Apple's Siri, Microsoft's Cortana, Amazon's Alexa, and the impersonal voice queries in Google search, maps and Google Now - is also in the search game. In my experience, Apple isn't as good at search as some others - for example, Siri frequently can't find local businesses that Google maps can - but even if it came up to full speed there's no way it is going to displace Google, which has its own popular Android mobile platform. As to Spotlight, I had to disable it on my iMac because it was periodically and for long periods sucking up most of the CPU and all the I/O bandwidth to index the disk. The fact that its implementation of even local disk search is so bad doesn't make me think Spotlight is going to conquer the world.