If google is serving 90% traffic & others are unable to enter - Doesn't that mean google is doing something right for the customer and others are unable to outcompete it? Isn't this how life works?
ChatGPT clearly demonstrated that displacing Google is possible. All previous monopoly arguments seemed even more flimsy after that.
While it's good that building other products is possible, it doesn't detract from the point that search engines are a de-facto monopoly.
Like shooting your opponents in the leg before a Marathon will surely improve your chances, but it doesn't mean you are the best out of them. This is like the very tenet of markets, reaching as far back as Adam Smith.
"Funnily" enough this requires some external system that upholds the rules of the competition, e.g. governments. That's why busting monopolies make sense.