While DDG, Brave, Kagi etc are working generously to replace Google search. The other areas that I think get less attention and needs to be targeted to successfully dismantle them and their predatory practices are Google maps and Google docs.
Maps are hard because it requires a lot of resources and money and whatever but replacing docs should be relatively easier.
FWIW, Kagi is built on top of Google search, so yes it's "replacing" (for you and me) a dependence on Google search, but it is categorically not a from-the-ground-up replacement for Google search.
There is big tech open source consortium working on maps now to commoditize it: https://siliconangle.com/2022/12/15/aws-microsoft-meta-tomto...
Not sure it'll work. I think half the advantage comes from the integration across all these tools (maps, search, etc). Have you ever tried to use duckduckgo? It surprised me what I take for granted in Google's user experience.
It can't have ads, and it can't hide any knowledge that exists which could help the user.. even if the knowledge is proprietary.
It must repeal copyright laws by force. It must drain all silos and know all things. And it must utilize the entirety of the library Genesis.