More and more parts of the web become dominated by Google.
Looking into Browsers
"Mozilla and Google have extended their current search deal for another three years, multiple sources have told ZDNet."
"The new search deal will ensure Google remains the default search engine provider inside the Firefox browser until 2023 at an estimated price tag of around $400 million to $450 million per year."
$450 million per year for a declining Firefox default setting. That is a lot of money, too much money for that single purpose.
Which is why many have wondered if the money is not also a way of keeping anti-trust away from Google.
In the majority of the world, Google Chrome is the defacto standard for accessing the web. With Android, they also have a large entry into mobile, which dominates the field as well.
Being the gatekeeper to explore the open web means creating a search engine. Something that Google has done a great job with over the years. Only political agendas and high nationalistic behavior has interfered with this in some countries.
The majority of the western world is locked-in on the Google search.
With the browser being in the hand of Google, there are other effects taking place. For example, the introduction of web standards,
Google is dictating the way websites have to be built. Since you want them to be accessible on Chrome and getting found on Search.
There is also the introduction of content formats, like webP for images, VP9 for videos, or AMP for the mobile web.
While this isn't inherently bad, and Google is aligned in many ways with customers here. The power that it has gathered over the years is immense.
Walled Gardens and Beyond
As Apple, Facebook, Amazon, and Co are creating there own walled gardens. Keeping competition out and creating lock-in effects. Google is somewhat doing the same with the open web.
Being the force that creates the foundation for the average person's web-experience is a powerful position. While there might be competing solutions for a more specific use case. Many will continue to start in the Google world before diverting.