"and what they
believe Google still delivers."
- I think this is huge issue, and one that is going to take a lot of re-educating people. I constantly tell people DO NOT TRUST THE FIRST RESULTS IN GOOGLE - it's often a paid ad for malware for example with some searches.
But people use google to get to facebook, and walmart, and so many other frequent places that it's in their mind that is how the computer / internet works. Open browser, google place, click first result.
Even after explaining to doctors how adwords works and showing them ad placement, it still did not sink in that if they, their staff, or friends and family clicked on their shiny new #1 result for blah blah, it was going to cost them $10 each time.
The way google works is hidden, it's deceptive on purpose in many ways (ads are not clearly marked as such with their slightly different white background) - especially on smaller devices like 14" laptops.
People assume and trust with google, and it's misplaced - but educating them, and getting a different default on their devices is not easy, and they buy out defaults from places when it's not set that way.
Having no way to contact people via phone with this google and facebook is a real issue. The stores down the street could not get away with some of the stuff these companies do, and there is no way to hold anyone accountable or talk to someone about it.
By the time facebook changes this I don't think they will matter anymore.
Eventually people will realize that google is useful like the yellow pages, and only to be trusted as such. Pay to play gets the big placement, and don't expect to find everything you may want there.