Data collection is a big problem, but it's not the only problematic element of Google spreading their tentacles.
Sampson just illustrated an issue while posting about Google's competitive advantages . They have the luxury of utilizing their monopoly in online video and oligopoly in mobile to take an insurmountable competitive mindshare advantage. They can vastly outspend for better quality and become a sort of digital Wal-Mart, homogenizing the market and making competition difficult or impossible. This stifles innovation and makes it very difficult to hold them accountable in the same way that, say, the market held Microsoft accountable for their reach on ownership rights with the Xbox One.
If they are the only ones who are offering a quick, lean,
widely supported service and they decide to change the rules, screwing users over in the process, they can do so with almost no market frustration because, what, are you going to go use shittier services instead? No, of course not, eat shit.