I think the intent of this post was to make people aware that one business having so much control of information is not a good thing.
In that I totally agree. It is a monopoly of information, a modern equivalent of any previous monopoly of it's day.
Standard Oil was so big it was controlling the markets so it was broken up.
Much of this is true, Google are to big to be conventionally acceptable. Competition laws in theory make it impossible for this to happen and continue to happen legally. However, as Google is global and different laws apply, and the the data generated by Google will in most cases come from other regions with different laws, it's all very complicated.
And is it actually wrong? Conventionally we say yes. But as I keep saying, Google, amongst its other activities, has photographed the entire planet (just about) at street level and created the ultimate map of our world. They couldn't do this without their scale. Likewise had they not had the global resource of information to source, the internet would have developed a little more slowly. Normally competition speeds up the rate of development, but with data it is a little different. It was Google's massive leaps forward in search technology that bought the masses an internet they could use in a human way, without having to 'think like a computer' every time they searched.
Google is now too big in that it is able one day to put you at No.1 and then the next day wipe you off.
The downside is that this dominance creates instability in an economy. Anyone that relies on google traffic will come a cropper. But what can a business do? If they work at getting to No.1 and see sales increase they will need to take on staff. Sales get wiped out, sack all the staff. Then take them on again in 2 months??
If you had 10 search engines each giving a reasonable level of traffic - both through PPC and SEO then it would provide stability. 1 or 2 go belly up gives you time to change. Allowing business to build, grow and others who are not so relevant die off but at a rate of change that is controlled by the overall economy and not by one single business.
So, google dominance is not good. Just as any dominance in any market eventually leads to problems. It's not anti-google just anti-monopoly.
Yes if you rely on Google giving your site the no1 spot then you are at risk. But the fact is that most people aim for and achieve this number one spot by employing SEO's so undermine Google at a technical level. Google just wants to display the most useful page. To achieve that it uses complex algorithms to determine quality and relevance of content. Obviously over time, trial and error it is possible to uncover certain characteristics of these algorithms and exploit them to give a site a boost. Beyond general good content, this is what technical SEO is - an attempt to present Google with something that looks better than the competitions offering, irrespective of whether it necessarily is. Then Google makes small change to improve part of that algorithm, and the site loses rankings. This is much more likely to effect a site that attempts to undermine Google ranking on a technical level than one which relies primarily on quality of content and popularity in it's sector.
My point is, the people that cry and complain more often than not are only losing something they acquired by using taking advantage of a Google weakness in the first place.
It doesn't matter how massive Google get, one thing you can be assured of is that they will always want to return the most useful, genuine results for a user's query. They will always seek ways to make the algorithms they use more accurate and less open to manipulation. So what you get is a more and more honest internet.