[ZeroGravitas]

This is actually what I worry about more.

I'm browsing with Firefox on Mac with adblockers, and have some knowledge of what the potential scams are.

Is Google actually helping the average user more than a hypothetical alternative?

Don't know, tricky question to answer, but whatever the answer is it's likely a society wide change, involving regulation and new business models and ethical consumer choices, not just a new search engine.