I agree that Google is benefiting from being the dominant player in a two-sided marketplace (which makes it harder to compete), but we can always choose not to use it, both as advertisers and as searchers. Google’s exploitation of its counter-parties has definitely caused me to use alternatives more and more often.

Google is my third choice for searches. I try Ecosia first, but their indexing is garbage so I typically then go to Brave. If Brave doesn’t have it then I submit to the evil overlords at Google. Thankfully Brave indexing is pretty good so it‘s had a measurable impact on the amount of search I actually put through Google.

I use DDG on the consumer side but you, I and most people on HN are outliers, the other 90% don’t care enough to use something else yet.

Kagi is the correct answer, because you pay for the service you use.