[Scoundreller]

Main issue is that they control a lot (most? 99%?) of the video and webpage ad market. Dunno why nobody else is getting into those markets.

If you're not running a multi-million $ site, you're especially screwed for alternatives unless you're selling something and can get affiliate revenue.

If Bob wants to put up a video fixing vintage washing machines, he'll have to do it out of 100% altruism, because Google is going to take all the ad revenue.

[tarboreus]

If by some miracle you managed to start a successful business in that area, they would just buy you. Even with the new anti-trust scrutiny, they have no trouble buying small companies and startups.