It is a market, ruled by business rules. Only when the market shares switch, new players enter or exit serious impact can be seen.
For example Google Maps APIs got serious expensive, a new/old maps competitor will step in and make friendly APIs and businesses will adopt it, but it takes years.
And I am sure that things will NOT change soon, we just need viable alternatives.
The problem is that Google have positioned themselves as the gatekeeper to all other kinds of services.
Even if there are better services available from a consumer perspective, if Google chooses to bury that competitor in their search results, a company can't generate the traffic it needs to keep the lights on.
And that's not a hypothetical. They have been accused of doing that in the past to competing platforms like Yelp, Getty Images, and an array of vertical search platforms.
I feel that it's very hard to view Google as a private company in an open market nowadays. Their services have in some instances advanced to a point where a majority of people take them for granted like public infrastructure.
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