Google already bullies hardware vendors that don't package Google services with Android devices...which is what Microsoft did in the 90s. They also bundle all their services...which is essentially the very thing that Microsoft ended up getting slapped for. Google gets a way with a lot. Apple does too, but Apple's reach is limited to when you leave their hardware, Google's is always with you. You can't escape unless you are just a very very savvy user, and even then they can still get your data at the most basic level using GCS.

I really really wish Microsoft or someone outside of the duopoly, were more powerful in the mobile and search space so people had a choice. I do have an Android phone, but only because Apple is so locked down that I essentially have to use their services, and I don't use Google services outside of their store...but I know just by having an Android phone Google is tracking me.

As for advertisers, I know for a fact that some SMBs/agencies don't serve on Bing, not because the traffic isn't there...but because it's hard to manage so many bids and pacing in so many different platforms. Google makes it so simple, even if the ROI is slightly lower by not using Bing, etc. It's maddening, it is certainly a very monopolistic company.