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> people say that but they often come back to Google ;)

The thing is that Google is actively becoming more hostile and difficult to use. Not just Google Search, but really all their products.

They're becoming Facebook, slowly but surely. Something we might be forced to use now and again, but nobody actually likes.

The reality is that Google is such a poorly run company that they will destroy their own products, given enough time. Their competitors need to do nothing. Literally nothing.