Microsoft has been acting for a monopoly for ages now. But Google was a newcomer, more transparent, and even tried to have a morally positive corporate motto for a time, given competitor propagandists the perfect opportunity to present it as the monopoly it was not. Google has always held itself too back, made their technology too open sourced, and allowed third party growth over their own to be an effective monopoly, and now the Google search engine is rapidly dropping in its effectiveness with the advent of closed off, cult-on-demand social networks, and they will still be damned because they performed targeted advertising first, yet in contrast to Facebook in a way where their user’s data and personal identity has remained relatively safeguarded. Their biggest problem is being unable to operate within their environment or even outside it, as they clearly unwilling to move away from personalized ads because they have shit all revenue streams except for serving ads, even though it is such a necessity that it became one of the cornerstones of duckduckgo.