Will You Still Google in the Future?

> The word Google is synonymous with browsing the internet, but with more search results being handed over to advertisements, will that last?

Putting aside my biases against Google I still think it's good to avoid using brand names to describe whole categories of operations. My argument would be that applying general terms such as search to a corporation like Google results in the original terms meaning becoming fluid and incomprehensible. Most of the time this doesn't have negative effects but as Google results degrade people will start seeing internet search as bad due to Google being used as a synonym which hurts alternative providers ability to get new customers (if search as a whole is bad, why look at alternatives).

Does that make sense? I'd appreciate some input, I've been thinking about this lately.

I am really starting to believe in a future where we will yet again see multiple search engines compete for market share. As someone who is relatively young I can't even remember a time when that was a statement that would ring even remotely true. Truly exciting times, will be curious to see how Google will adapt to not having their cash cow. I think we will see lots of downstream effects of this as they try to maintain their lead but perhaps also pivot slightly.