If a venture is not profitable for Google why do you think it would be profitable for a bootstrapped EU competitor?
Right now to compete with Google on 'free', their existing search, browser, mobile & advertising operations make it massively difficult for others to compete and extract similar value from users.
But if that's not allowed, and the practical business models involve charging users directly, it might be possible for small businesses to offer enticing services at comparable prices.
Reworded my question is, if Google can't make it work why do you think some random company that isn't Google can?
Your response is very emotional and if you aren't interested inc conversing with me civilly please don't.