It's interesting this language creates a reality where only Google exists. Apart from the legal and 'anti-trust' aspects, I'm sure this is useful for creating a sense of manifest destiny, where Google is the only service that people see. I'm sure that is eventually inevitable, that search becomes like an intelligent agent and there is a single company that provides it. Other people see a future based on individuals granting different AIs permission to mine their personal data in return for personalized services...which would also be an interesting future.

But I think we are definitely headed for a single-massive company providing all intelligent search at least for a time. It just seems like that will be the best way to get the best version of that product, until we actually know what that product really is.

That AI search company may not be Google, and if not that would be a fascinating story to see how such a player emerged as underdog to become the dominant search provider in a Google-dominated world. Exciting times!