Another great article from 404 Media highlighting the power that the tech giants have amassed over how how we use the internet.
This brings me, I think, to the elephant in the room, which is the fact that Google has its hands on quite literally every aspect of this entire saga as a vertically integrated adtech giant.
This extreme power over the adtech and online advertising ecosystem is one of the subjects of an FTC antitrust suit against Google.
Did youtube at the time serve millions of users daily and stored a gargantuan amount of petabytes worth of videos?
Even if a competitor rises, they will need money somehow, and in this hell of a capitalist world, only big corporations have it.