If you mean “conflation of what customers want and what companies need” that is another way to express “customer focus”

If companies like Apple and Microsoft care about providing a great user experience, Google search is risky. I think users would prefer not to see ads when they search, or worry about Google harvesting their data. If this is so, it might be worth it to fund some sort of independent “search foundation.”

I reckon a simple text-only search engine – like Google before it jumped the shark – would actually be quite cheap to develop and operate.