Last year i wrote this: https://medium.com/surveillance-state/32ba2b38c219 - and got a proper dollop of hate from certain segments in the webmaster community. They claimed it was 'sour grapes' - I have 140k visitors a day, am doing great, better than great. The monopoly is bad for all of us, even though I'm benefiting as it is.
This Google thing is WAY out of control.