Google is attempting to control as much internet as they possibly can, in order to collect data, control what people view, and raise the barrier of entry into the industry for other companies not using their technology. This is unwelcome to some because there are people who don't want google to collect trends on people's internet habits and therefore learning ways to influence us in in-direct ways "nudges". Everything is fine and good if google decides to play nice, and not use it's power achieve goals that go against it's user base. But as we see with google's push to make YouTube more pro corporate and harder for small time and more conservative thinkers to move up on their platform. They have every right to do whatever they want with their tech, but the amount of influence YouTube and google generally has means it's really hard to escape their influence by just not using gmail and YouTube. Even using Firefox isn't enough because when google decides on new web standards for their technologies the whole industry is forced to go along with it, Firefox doesn't have that level of influence on the industry, Firefox can't go to full battle against google because not only does google set the rules they are also the man funding for Mozilla. Although is enough people switched that could be different, people are too reliant on google's ecosystem imo to ever see a massive switch to Firefox.
So is all hope of battling google lost? Will they eventually control all of the internet?