No they want us to use their services because they make more money that way. And sure you have the choice of using competitors but let's be honest, Google has the option of always showing their own services in the #1 position in search results(i.e. search for any mortgage term).

And they also dominate any local keywords. Instead of going to the actual business's website, the first 10 results tend to be Google places.

Google wants to control all information. By being the defacto middle man between all businesses and their customers they are able to carve a large chunk of advertising dollars.