Or just make sure that we don't put too much into place that will get in the way of future disruptors, so that as they slowly fall out of favour due to chasing the bottom line and it eventually affecting their offerings to the point where a critical mass of users seriously look for alternatives¹, there are viable alternatives there waiting to be found. Google and the other entrenched big companies spend a lot of lobbying money on trying to make sure the status quo can be maintained, by raising the barrier for entry into their markets.

----

[1] this takes time: after _years_ of saying I'm going to I've finally started experimenting with using Kagi for search instead. It also takes _good_ alternatives, a paid option won't be seen as good by many.