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> Who are Google’s serious competitors? Sure there are other search engines but I’d argue that none are serious or even marginal threats.

Google seems to disagree given how much they shell out to be default search engine on different devices and browsers

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Google does this for the same reason coca cola advertises during the super bowl. It's not because they're afraid of competitors. It's to reinforce their position in your mind as a household name.

But if there are no alternatives to google or Coca Cola, why do they need to reinforce themselves as a household name?

Truth is, if neither brand doesn’t keep fighting for their top position they will lose it to competitors.

The walls are being pushed from all sides, but both Coca Cola and google has the strength to hold up those wall. But that doesn’t mean the push is insignificant.

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